Pinkflash's Crisis Communication from the Perspective of Situational Crisis Communication Theory (SCCT)
Komunikasi Krisis Pinkflash dalam Perspektif Situational Crisis Communication Theory (SCCT)
Keywords:
Crisis Communication, Situational Crisis Communication Theory, Cosmetic Brands, TikTok, Content AnalysisAbstract
The crisis of public trust resulting from the findings of the Food and Drug Monitoring Agency (BPOM) has become a major challenge for the cosmetics industry on social media. This study aims to examine and describe the crisis communication strategy through the perspective of Situational Crisis Communication Theory (SCCT) implemented by Pinkflash through its official TikTok media, in order to restore its reputation. This study uses a qualitative method with content analysis according to Philipp Mayring. The research data consists of crisis communication content on the @pinkflash.beauty account collected through documentation of Pinkflash TikTok media content, literature studies, and digital observations of several Pinkflash TikTok algorithms, and tested using data triangulation. The results of the study indicate a shift in crisis communication that begins with a rebuild strategy and ends with a defensive deny strategy. Among these various responses, the diminish strategy is the dominant category used to minimize corporate responsibility. However, the action of disabling comments is considered to violate the dialogical principle of the international human code of ethics. In conclusion, the combination of these strategies plays a significant role in isolating the crisis and controlling the public narrative, although its ethical transparency aspect is questionable for maintaining business continuity.
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