The Implementation of Situational Crisis Communication Theory (SCCT) through Social Media in Handling Communication Crisis at Holywings

When launching a new product on social media, it is crucial to exercise caution and avoid using elements related to religion, ethnicity, or respected cultures in promotional activities. Unfortunately, Holywings overlooked this aspect of supervision, leading to a communication crisis that had to be dealt with. The purpose of this research was to understand the process of handling the communication crisis that occurred on Holywings' social media platforms. Based on the Situational Crisis Communication Theory (SCCT), this study examined the effectiveness of the crisis process, following the crisis stages outlined by W. Timothy Coombs. The process was divided into three phases: pre-crisis, crisis, and post-crisis. The research methodology employed was qualitative research using a literature review. The findings of the study indicated that Holywings failed to anticipate potential risks and conducted an insufficient analysis of the sensitivity of the names used in the promotion. The management of Holywings was also unprepared to handle the communication crisis on social media. Inappropriate handling resulted in significant losses. This crisis had detrimental effects on Holywings, such as the revocation of Holywings' permit leading to its closure by the Jakarta Provincial Government, as well as intangible losses like reputation and public trust.