Applying Situational Crisis Communication Theory to Sports: Investigating the Impact of Athlete Reputational Crises on Team Perception

Abstract

The purpose of this study is to empirically examine key factors (i.e. the type of athlete transgression, the team’s history with athlete transgression) within the SCCT framework in a sports context, while also examining the use of SCCT-recommended response strategies to repair a team’s image when facing athlete reputational crises (ARC). A sample of 426 participants was recruited for an experiment testing the assumptions of SCCT based on an ARC. Findings revealed that while the core assumptions of SCCT surrounding the connection among perceived crisis responsibility, organization reputation, and behavioral intentions are applicable in a sports setting, there is little support for the impact of crisis history. In addition, there were differences in the effectiveness of the response strategies for a performance ARC compared to a non-performance ARC. Theoretical and practical insight is provided for using SCCT to address sports-related crisis situations.

情境危机沟通理论在体育运动中的应用: 运动员声誉危机对团队感知的影响研究

本研究目的是在情境危机沟通理论（SCCT）的框架内, 通过实例探究体育领域内的几个关键因素（即, 运动员违规类型, 运动队中运动员的违规历史等）, 同时还研究在面临运动员声誉危机（ARC）时, 如何使用SCCT推荐的应对策略来修复团队的形象。本研究以426名受试者为研究对象, 对基于ARC的SCCT假设进行了检验。研究结果表明, 虽然SCCT的核心假设与感知危机责任、组织声誉、行为意图之间有一定的联系, 也适用于体育领域, 但不能证明危机历史对其有影响。此外, 违规运动员声誉危机与非违规运动员声誉危机应对策略的有效性存在差异。本文运用SCCT为解决体育相关的危机提供了理论和实践依据。

Keywords:

• Situational crisis communication theory
• athlete transgression
• crisis management
• experiment

关键词:

• 情境危机沟通理论
• 运动员违规
• 危机管理
• 实验

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Kenon A. Brown

Kenon A. Brown (Ph.D., The University of Alabama, U.S.) is an associate professor and graduate coordinator for the Department of Advertising and Public Relations at The University of Alabama. His research centers around sports media effects, usually regarding athlete image management and outcomes and effects of Olympic media consumption.

Alyssa Adamson

Alyssa C. Adamson has a Master’s degree in Strategic Communication from Oklahoma State University. She is currently in her doctoral course work at the University of Alabama. Her research focus is student athlete brand development and redevelopment using Image Repair Theory.

Bumsoo Park

Bumsoo Park (MS, Florida State University, U.S.) is a doctoral student in Communication & Information Science at The University of Alabama. His research interests include sport media and communication and public relations.