This article examines the role that apologies play in situational crisis communication theory (SCCT) and focuses on a number of recent food-poisoning incidents. The article first establishes the importance of trust to firms with a marketing orientation, and the harm that comes when that trust is lost. This is followed by an overview of apologies versus pseudo-apologies and how both factor into the principles of SCCT. Finally, examples of five high-profile apologies related to food-poisoning incidents are provided and the way that the principles of SCCT were applied in each instance, along with the outcome, is explored.
Dulaney, Emmett and Gunn, Rebecca
"Situational Crisis Communication Theory and the Use of Apologies in Five High-Profile Food-Poisoning Incidents,"
Journal of the Indiana Academy of the Social Sciences: Vol. 20
, Article 5.
Available at: https://digitalcommons.butler.edu/jiass/vol20/iss1/5