SITUATIONAL CRISIS COMMUNICATION THEORY (SCCT) IN MARITIME CONTEXTS: CHALLENGES, STRATEGIES AND FUTURE DIRECTIONS

Abstract Situational Crisis Communication Theory (SCCT) is a well-established framework for strategic reputation management during crises. This paper explores the application of SCCT in the maritime sector, focusing on crisis types, response strategies, audience perception, and the role of communication technologies. The study's findings indicate that maritime organizations encounter distinctive challenges due to the wide range of potential crises, encompassing environmental disasters and operational failures. The application of SCCT principles, such as the alignment of response strategies with crisis types and the perception of organizational responsibility, is foundational to the effective management of these situations. Key insights include the importance of understanding audience perceptions and cultural contexts in shaping crisis communication strategies, as well as the integration of modern communication technologies to enhance crisis response capabilities. The research also emphasizes the need for comprehensive training programs, simulation exercises, and ethical considerations in crisis communication. Future directions for the application of SCCT in the maritime sector include integration with other theoretical frameworks, exploration of emerging technologies, and preparation for complex global challenges. The findings demonstrate that when adapted to the specific needs of the maritime industry, SCCT provides a robust framework for managing crises and maintaining stakeholder trust. This underscores the importance of continuous evaluation and improvement of crisis communication strategies to enhance organizational resilience in the face of evolving challenges.