Lululemon: Situational Crisis Communication Theory

Consistent communication is essential in a crisis where managing, responding, resolving, and learning from the entire situation are key components (Ulmer et al., 2006). Lululemon should focus on revising how to manage uncertainty as they had immediately accused manufacturers for the product failure without consulting with them prior. The company should consider using the analytical method based on the ‘Situational Crisis Communication Theory’ (Coombs, 2007). This will assist in determining how the audience views Lululemon based on the company’s history, which will help in identifying and communicating the appropriate information. The first step is to determine who is responsible for the crisis, which will include the organization discussing