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(Ray 1999). It can be said that in the first stage of the reaction to the crisis, SIA did avoid questions about responsibilities, this can be seen in exhibit 3 where the chairman of SIA states; "My personal feeling is that it was an accident", in other words the first statement from the company does not say anything about responsibilities.
The second day after the incident the primary cause of the incident was confirmed and SIA accepted the findings and accept responsibilities, as can be seen in exhibit 2 ? news release 13; "We accept this finding? we fully accept our responsibility to our passengers, our crew and their families" Many argues that this is a strategy in crisis management, to avoid further damage to the company; in terms of public arguments about blame...
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