Keith M. Hearit Crisis Communication Management: Applying Theory To Real Cases [2021] -

In the age of Twitter and TikTok, the 24-hour news cycle is now a 24-second cycle. Hearit argues that the first statement does not need to be legally perfect; it needs to be human . Johnson & Johnson’s first words were about human life. Exxon’s were about logistics. The difference is fatal.

Hearit argues that Exxon misdiagnosed the genre of accusation. The public was not asking whether Hazelwood was drunk; they were asking whether Exxon’s safety culture was toxic. By focusing on legal defeasibility (lack of control over a rogue captain), Exxon appeared arrogant and indifferent. The absence of a timely, heartfelt apology was read as an admission of deeper guilt. In the age of Twitter and TikTok, the

Keith M. Hearit's book provides a comprehensive guide to crisis communication management, applying theoretical concepts to real-world cases. By understanding the key concepts, theoretical frameworks, and real-world applications, organizations can develop effective crisis communication strategies to mitigate the negative consequences of crises. Exxon’s were about logistics