Handling protracted crises: Communication challenges, constraints and opportunities

Abstract

AbstractRecent research on crisis communication has focused on the challenges of complex and protracted crises. In this essay, it is argued that such crises must be handled communicatively by putting the communication challenges, constraints and opportunities at the centre. To this end, the combination of the notions of the rhetorical situation and kairos is suggested as a keystone that provides a bottom‐up, context‐sensitive approach needed to cope with the fluid and changing situations of such crisis. Importantly, the life cycle of a protracted crisis can not only be understood in terms of physical factors (e.g., infection rates in a pandemic) but is also formed through the public's perceptions and the communicative choices of crisis communicators calling for action to mitigate or end a crisis. The rhetorical situation and kairos highlight the importance of spatial temporality, the uniqueness of the situations and the constitutive dimension of communication in a crisis. This implies the identification of the opportune moments to present a response and recognising the important ‘spaces’ between typical crisis situations.