ValuJet flight 592: Crisis communication theory blended and extended

Abstract

This article investigates the integration of three crisis communication approaches as it analyzes the crash of ValuJet Flight 592. The article is divided into four parts. Part One of the article defines crisis communication and examines the scope of the concept. Part Two discusses theory‐building and explains the three leading theoretical approaches to understanding a crisis communication event. Part Three applies elements from Fink's stage theory and Benoit's image restoration strategies to the crisis involving the crash of Valujet Flight 592. Part Four evaluates the “crisis communication situation” in the Valujet crash and demonstrates haw a “focusing events” approach adds a useful perspective to the case. The conclusion contends that a blended methodological orientation, integrating the recent work done in studying “focusing events” along with the stage and strategies models, provides a superior methodology for analyzing a complex crisis event rather than relying upon any one theory in isolation from the others. This article also emphasizes the pivotal role of the media in triggering an investigation into the lapse of safety standards and enforcement procedures in the Valujet Flight 592 crash.

Key concepts:

• crisis communication
• crisis management
• image restoration
• focusing event
• ValuJet