A balance theory approach to stakeholder network and apology strategy

Apology is an important area of research in crisis communication. Scholars have largely explored apology from an organization-centric, dyadic approach. We argue that this type of research has made unrealistic assumptions about a much more complex social system and may be challenged by increasingly interconnected social reality. This paper uses Structural Balance Theory and Stakeholder Network Management Theory to develop a model and several testable propositions to guide the way organizations respond to a crisis.