ABSTRACT This article expands situational crisis communication theory (SCCT) to narrative persuasion. In a randomized experiment featuring a news interview of a scandalized company, an organization’s spokesperson responds to a journalist’s questions through (a) on-topic narratives, (b) off-topic (spinning) narratives, or (c) nonnarrative information. Consistent with SCCT, on-topic narratives and nonnarrative information reduce the public’s blame toward the organization, enhancing attitudes toward the organization, and ultimately bolstering the company’s image. However, the public ascribes more responsibility to the organization for causing the crisis when the spokesperson subverts questions through narrative spinning.

中文翻译：

---

叙事作为可行的危机应对策略：危机责任的归因、组织态度、声誉和讲故事

摘要 本文将情境危机传播理论 (SCCT) 扩展到叙事说服。在以对一家丑闻公司的新闻采访为特色的随机实验中，组织的发言人通过 (a) 主题叙述、(b) 离题（旋转）叙述或 (c) 非叙述信息回答记者的问题。与 SCCT 一致，主题叙事和非叙事信息减少了公众对组织的指责，增强了对组织的态度，并最终提升了公司的形象。然而，当发言人通过叙事旋转颠覆问题时，公众将更多的责任归咎于造成危机的组织。