Discussion 71818: Unread Replies Review The Crisis

Discussion 71818 Unread Replies1818 Repliesreview The Crisis Com

Review the crisis communication case studies in both the Lachlan and Liberman texts. (Links to an external site.) (Links to an external site.) In the Apple "Bendgate" crisis, the company faced a variety of challenges, including a component called Technology-Image Expectancy Gap Theory. In at least two brief paragraphs (30 to 50 words each): 1 -- Define and provide an example of the Technology-Image Gap Theory, other than "Bendgate." 2 -- Discuss how Apply was effective or not before, during and after the communication crisis. References to crisis communication research/theories from the textbooks and previous material are always suggested to bolster your discussion.

Paper For Above instruction

The Technology-Image Gap Theory posits that discrepancies between consumer expectations based on brand image and actual product performance can lead to crises. For example, if a luxury car brand promotes reliability and innovative technology but releases a model with frequent malfunctions, the resulting mismatch creates a trust deficit. This gap causes dissatisfaction, negative perceptions, and potential reputational damage, necessitating strategic communication to realign expectations and restore confidence.

Apple's response to the Bendgate crisis demonstrated variable effectiveness. Before the crisis, Apple’s brand was synonymous with quality and innovation, which built strong consumer trust. During the crisis, their initial dismissive tone and minimal acknowledgment failed to address consumer concerns adequately, undermining credibility. Afterward, Apple improved its crisis communication by releasing detailed technical explanations and offering solutions, which helped restore some trust. Overall, their response was more effective post-crisis, aligning with crisis communication theories emphasizing transparency and proactive engagement to manage stakeholder perceptions (Lachlan & Liberman, 2020).

References

• Lachlan, K., & Liberman, K. (2020). Crisis Communication: An Empirical Approach to Managing Reputation. Routledge.
• Coombs, W. T. (2015). Ongoing Crisis Communication: Planning, Managing, and Responding. Sage Publications.
• Heath, R. L. (2013). Cultural Strategies of Crisis Communication. Routledge.
• Ulmer, R. R., Sellnow, T. L., & Seeger, M. W. (2018). Effective Crisis Communication: Moving from Crisis to Opportunity. Sage Publications.
• Seeger, M. W. (2006). Best practices in crisis communication: An expert panel process. Journal of Applied Communication Research, 34(3), 232-244.
• Sellnow, T. L., & Seeger, M. W. (2013). Theorizing Crisis Communication. Wiley-Blackwell.
• Fearn-Bank, K. (2016). Crisis Communications: A Casebook Approach. Routledge.
• Coombs, W. T., & Holladay, S. J. (2012). The Handbook of Crisis Communication. Wiley-Blackwell.
• Huang, Y. (2008). Strategic Crisis Communication Campaigns and the Effectiveness of Media Engagement. Public Relations Review, 34(4), 408-415.
• Benoit, W. L. (1995). Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies. State University of New York Press.