Crisis Communication and Business Survival: A Strategic Imperative for Brand Protection During Scandals and Disruptions

Abstract

Abstract
Move fast and break things. The digital era makes scandals spread swiftly because audiences now receive news through social media platforms like Twitter and video-sharing on smartphones. Product malfunctions, executive scandals, cyberattacks, natural disasters, public relations meltdowns, and international conflict are just some examples of crises businesses will face. Poor communication before, during, and after a crisis can kill a brand. This review article examines existing scholarships and best practices for crisis communication and suggests that responsive, proactive, values-driven communication is part art and science. More importantly, it is one of the most important strategies a business can utilize to safeguard its reputation and long-term success. The article will cover major theory and developments, stages of crisis response, common PR fails, and practical recommendations for crisis proving your business.