Keith M. Hearit Crisis Communication Management: Applying Theory To Real Cases Better Site

Initially, United CEO Oscar Munoz engaged in provocation and victim-blaming —calling Dao “disruptive and belligerent” and defending the airline’s “established procedures.” When public fury exploded, Munoz issued a second statement that Hearit would call a hollow apology : “I apologize for having to ‘re-accommodate’ these customers.” The euphemism “re-accommodate” became a meme of corporate tone-deafness.

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. Initially, United CEO Oscar Munoz engaged in provocation

In "Crisis Communication Management: Applying Theory to Real Cases," Keith M. Hearit provides a comprehensive guide to crisis communication management, emphasizing the importance of applying theoretical concepts to real-world cases. The book offers a practical approach to understanding crisis communication, focusing on the strategic and tactical communication efforts that organizations undertake during times of crisis. By focusing on legal defeasibility (lack of control