Lululemon: Situational Crisis Communication Theory
Consistent communication is essential in a crisis where managing, responding, resolving, and learning from the entire situation are key components (Ulmer et al., 2006). Lululemon should focus on revising how to manage uncertainty as they had immediately accused manufacturers for the product failure without consulting with them prior. The company should consider using the analytical method based on the ‘Situational Crisis Communication Theory’ (Coombs, 2007). This will assist in determining how the audience views Lululemon based on the company’s history, which will help in identifying and communicating the appropriate information. The first step is to determine who is responsible for the crisis, which will include the organization discussing
with all involved parties. The next step involves the crisis history, dealing with consistency and distinctiveness, and how the organization treated the audience prior; this identifies the company’s credibility. This may be beneficial as Lululemon has had three other quality control issues in the previous year (Shaw, 2013). The last step involves determining the relationship or prior reputation of the organization. This method is to be completed in preparation for a potential crisis.
with all involved parties. The next step involves the crisis history, dealing with consistency and distinctiveness, and how the organization treated the audience prior; this identifies the company’s credibility. This may be beneficial as Lululemon has had three other quality control issues in the previous year (Shaw, 2013). The last step involves determining the relationship or prior reputation of the organization. This method is to be completed in preparation for a potential crisis.