The Beginning of a Reckoning: An Application of Situational Crisis Communication Theory and Image Repair to the National Women’s Soccer League

A summary of the research:

The article applies Situational Crisis Communication Theory (SCCT) and Image Repair Theory (IRT) to analyze the National Women’s Soccer League’s (NWSL) crisis communication following the 2022 Yates Report on systemic abuse within the league. The report uncovered numerous incidents of sexual and emotional abuse among teams, implicating management at clubs such as the Portland Thorns, Chicago Red Stars, and Racing Louisville. The study examines statements from the implicated teams and organizations and evaluates how they used strategies like ingratiation, corrective action, scapegoating, and apology to address public outrage and rebuild their reputation. Findings reveal that while corrective actions were the most common response, ingratiation and scapegoating were also frequently employed to alleviate blame and demonstrate accountability.

The article finds that teams received varying levels of public support and interaction depending on their communication approach and the platform used. Statements that combined scapegoating with ingratiation received particularly high engagement, reflecting stakeholders' desire for accountability. This study highlights how response strategies can shape public perception, illustrating the impact of strategic crisis communication in high-stakes situations.

Key Takeaways

1. Corrective action and ingratiation were the primary strategies used by the NWSL to address public concerns, with scapegoating also applied in high-responsibility cases.

2. High-engagement responses involved shifting blame to individuals while also showcasing corrective measures, signaling a need for accountability to regain public trust.

3. Teams' engagement on social media platforms varied, with Instagram proving particularly effective in reaching the NWSL’s target demographics.

Authors: Evan Frederick, Samuel Schmidt, & Ann Pegoraro

You can read the entire article here.