The article discusses a theory called Situational Crisis Communication Theory (SCCT) that helps organizations choose the best crisis response strategies to protect their reputation. The theory suggests that the way a company responds to a crisis should match how much responsibility people think the company has for the crisis. The researchers found that there is a relationship between how responsible people think a company is for a crisis and how the company's reputation is affected. This means that the theory's predictions were supported by the study's results.