Translating the Cynefin framework for crisis communication: getting ready for the unthinkable

Purpose This paper explores the advantages of the Cynefin model by Snowden and Boone (2007) for crisis communication practitioners. It highlights how the framework distinguishes between different types of uncertainty, helping practitioners recognize patterns, anticipate developments and select the most appropriate crisis response strategies. Design/methodology/approach The study examines the application of schematic crisis classifications, focusing on varying levels of uncertainty and the resulting complexity. It offers a structured approach to understand and manage crises from a crisis communication perspective. By analyzing the implications across different types of crises, the research provides valuable insights for crisis communication practitioners striving to achieve readiness. Findings Even though the Cynefin model is applied as a heuristic tool, its schematic classification enhances the ability of crisis communication professionals to identify patterns in crises. This recognition allows them to predict potential developments and proactively design strategies better suited to specific crisis scenarios. Originality/value This study contributes to the field of crisis communication by integrating the practical utility of the widely adopted Cynefin model. It provides a structured perspective for professionals, enabling a more proactive and strategic approach to crisis management, bridging theoretical frameworks and real-world applications.