Unearthing the Facets of Crisis History in Crisis Communication: A Conceptual Framework and Introduction of the Crisis History Salience Scale

Coombs’s Situational Crisis Communication Theory suggests performance history, composed of relationship history and crisis history, intensify crisis responsibility attribution. Relationship history is organizations’ actual and perceived rapport with publics, while crisis history is an organization’s previous crises. Extant literature has only examined crisis history one-dimensionally. This study proposes the Crisis History Framework that provides insight into influential factors that can make crises more or less salient to individuals. Furthermore, the study introduces the Crisis History Salience Scale that can help crisis communications scholars conduct empirical research examining crisis history’s multiple facets. Moreover, the study offers suggestions for how crisis history considerations can inform proactive crisis management, key messaging, and strategy development during crises.