The Relationship Between Crisis Communication and Corporate Reputation in Healthcare Institutions: A Theoretical Evaluation and Conceptual Model Proposal

This conceptual study examines the relationship between crisis communication and corporate reputation in healthcare institutions and proposes an original sector-specific model. Healthcare organizations are inherently vulnerable to crises due to the high-risk nature of their services, making effective crisis communication—strategic, timely, transparent, and empathetic messaging—critical for mitigating reputational damage. Drawing primarily on the Situational Crisis Communication Theory (SCCT) and synthesizing 45 studies through thematic analysis, the study identifies key mediating variables (perceived trust, stakeholder satisfaction, transparency) and moderating variables (crisis type, pre-crisis reputation stock, stakeholder type). The proposed model advances nine testable propositions. Findings indicate that preventable crises, such as ethical violations and medical errors, cause the most severe reputational harm, whereas a strong pre-crisis reputation functions as a buffering mechanism. Empathy and transparency emerge as indispensable components, particularly in patient-centered crises. Furthermore, the impact of crisis communication varies across stakeholder groups, necessitating tailored strategies for patients, regulators, and healthcare professionals. The study contributes to the literature by adapting SCCT to the multi-layered stakeholder structure of healthcare and providing practical guidance for administrators. However, the model requires empirical testing across diverse cultural and national contexts. Ultimately, crisis communication should be viewed not merely as an operational necessity but as a strategic instrument for safeguarding and strengthening long-term organizational reputation in healthcare settings.