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Title: Do nothing but the best : a case study of the effectiveness of restoring reputation of HK express on flight cancellation incident
Authors: Ho, Yik Him
Advisors: NGAI, SBC 
Keywords: Hong Kong Express Airways Limited
Preventing escalation of negativity
Restoring reputation
Situational Crisis Communication Theory
Issue Date: 2018
Publisher: The Hong Kong Polytechnic University
Abstract: This purpose of this study is to find out whether the appropriate adoption of Coombs‘s (2007) model of Situational Crisis Communication Theory (SCCT) is able to perform the function of preventing escalation of negativity and restoring reputation. To investigate the effectiveness of preventing escalation of negativity and restoring reputation, the case of flight cancellation incident of Hong Kong Express Airways Limited was selected. The news reports from Hong Kong news media were used to investigate whether the SCCT model could perform the function of crisis response strategies in the effective way which was proposed by Coombs. Significant results were found that the tonality of the media reports were majorly negative. For the effectiveness of the model, it was found that only the function of preventing escalation of negativity was performed in the way proposed by Coombs, while the function of restoring reputation failed to be performed. To summarize, this study provides an insight into the researchers on the factors that affects the effectiveness of the functions of Situational Crisis Communication Theory.
Rights: All rights reserved.
Programme: Bachelor of Arts (Honours) in Chinese & Bilingual Studies
Subject Code: CBS4701
Subject Title: Project in Language Studies
Appears in Collections:Outstanding Work by Students

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