AI-Integrated crisis communication: A conceptual extension of Situational Crisis Communication Theory

AI-Integrated crisis communication: A conceptual extension of Situational Crisis Communication Theory

Charmaine du Plessis

Issue: Vol. 7 No.9 2026 Article 30 pp.2902 – 2916
DOI: https://doi.org/10.38159/ehass.20267930 Published online 2nd November 2026

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ABSTRACT

Artificial intelligence (AI) is increasingly influencing organisational communication, including crisis communication responses. While existing studies acknowledge the importance of AI for monitoring, analysis and message creation, limited theoretical work has examined how AI can be integrated into an established crisis communication theory. By focusing on the Situational Crisis Communication Theory (SCCT), this conceptual paper extended the model by proposing AI-integrated crisis communication as part of response strategies and for addressing reputational threats. Although still widely acknowledged, SCCT is based on linear, human-centred assumptions that do not fully reflect the realities of algorithmically mediated communication environments. Drawing on literature from crisis communication and AI-mediated communication, this conceptual paper distinguished between AI-as-support and AI-as-agent and examined their relevance across the pre-crisis, crisis response and post-crisis stages of SCCT. A conceptual framework is proposed that extends SCCT through predictive attribution, anticipatory response alignment, hybridisation and recalibration and adaptive governance. In doing so, the proposed framework reconceptualises crisis communication as an adaptive socio-technical process and extends SCCT beyond reputation repair toward continuous reputation management.

Keywords: Artificial Intelligence, AI-as-support, AI-as-agent, Crisis Communication, Situational Crisis Communication Theory

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ABOUT AUTHOR(S)

Charmaine du Plessis, PhD, is a Professor in the Department of Communication Science, University of South Africa, South Africa. Her current research has a strong interdisciplinary focus that combines theory and practice in areas such as branding, social media communication, public relations, advertising, marketing communications, and digital communication.

TO CITE ARTICLE

du Plessis, Charmaine. “AI-Integrated crisis communication: A conceptual extension of Situational Crisis Communication Theory.” E-Journal of Humanities, Arts and Social Sciences 7, no.9 (2026): 2902 – 2916. https://doi.org/10.38159/ehass.20267930