A Transformative Typology of Pragmatic and Ethical Responses to Common Corporate Crises: Interaction of Rhetorical Strategies, Situational Contingencies, and Influential Stakeholders  

Scandals, accidents, product problems, criminal activity, deception or fraud, misconduct, harassment, discrimination, financial or regulatory improprieties, malfeasance, misappropriations, or ethical breaches can not only damage the reputation of corporate executives but can reek financial havoc on the value of a company’s brand 'assets.' When companies face these types of crises they are compelled to act quickly and decisively in order to limit their brand and image losses and seek to repair the 'black eye' to their corporate 'face' as effectively as possible. Although companies will attempt a wide range of actions and messages as symbolic appeals to that organization’s constituent publics, there is little certainty about what types of actions and messages are persuasive.

Wallace, J.D., Denise P. Ferguson and Robert C. Chandler. Association for Business Communication (2008). Articles>Business Communication>Rhetoric