Defensive Strategies in Crisis Communication: Analysing Reputation Management in the High-Stakes Media Event

The disappearance of Flight MH370 caused significant reputational damage to Malaysia, necessitating a robust defense to manage the country's reputation amidst global scrutiny. This study investigates the defensive strategies employed in crisis communication by the Malaysian government spokesperson during the MH370 press conferences. By conducting content analysis on the 28 transcripts of press conferences held in Malaysia, this research aims to understand how defensive strategies are employed to protect their image, as well as the crisis communication during the event. Findings indicate that while certain strategies, such as denial and aggression, were initially prominent, there was a notable shift towards expressions of justification as the crisis progressed. This research provides insights into the dynamics of crisis communication, highlighting the challenges and complexities of maintaining organizational image during unprecedented crises. The implications for future crisis communication practices are discussed, offering guidelines for organizations in handling similar situations.