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This report has attempted to summarize the ‘Situational Crisis Communication Theory (SCCT)’ proposed by Coombs. The practical applicability of the theory is also reviewed through three recently occurred case studies related to crisis communication. Finally, the paper has discussed on the potential areas of additional academic research based on SCCT (Ulmer, Sellnow, & Seeger, 2013). In a nutshell, the theory of situational crisis communication has helped many companies in the past to design their crisis management strategy which would in turn help in retaining customer loyalty and organizations brand value. However, at times few crises do not fit into the crisis categorization of this theory. Hence, a modified approach to the theory would prove to be beneficial for all types of business models in future.