The Research Of Effectiveness Of Situational Crisis Communication Theory From The Perspective Of Risk Society

In today’s risk society, the occurrence of crisis events has became an increasingly serious and general social phenomenon. Consequently, it is the crisis communication and management that has been regarded as a critical issue for any organizations’ PR. The scholar Coombs has ever created a theoretical system of“ Situational Crisis Communication Theory(SCCT)”, with which PR practitioners were able to manage a variety of crisis situations effectively for many years. Nevertheless, in the wake of the further development of globalization and individualization(sub-politics) of the risk society, crisis situations have become more complicated, at the meanwhile, the effectiveness of SCCT has also been weakened.This paper, from the perspective of risk society, studies the effectiveness of SCCT by the case of Malaysia Airlines Flight MH370 crisis event and related questionnaire investigation. Through those methods, this research aims to achieve an in-depth exploration and put forward some suggestions for the application of SCCT in the modern public relations.