Through the use of a mixed methods approach consisting of a survey experiment and a Critical Discourse Analysis (CDA), this thesis aims to analyse strategic crisis communication. At first, a scenario-based 2 (crisis communication timing: stealing thunder versus thunder) x 2 (crisis response strategy: rebuild versus diminish) x 2 (pre-crisis reputation: favourable versus poor) experiment was conducted with a total of 82 participants to explore if and to what extent crisis communication timing, strategy, and pre-crisis reputation in crisis communication statements affect consumers’ perceptions of organisational reputation, crisis responsibility, and purchase behaviour. Results of the analysis show that especially a ‘stealing thunder’ strategy leads to higher perceived reputation scores, affects purchase behaviour positively, and correlates negatively with the crisis responsibility that is attributed to a company. ‘Rebuild’ strategy was found to also result in higher reputation scores and purchase behaviour, but showed no significant effect on perceived responsibility. Pre-crisis reputation correlated with post-crisis reputation. No significant interaction effects between the independent variables were found. The second part of the study consists of a CDA of a crisis statement from Samsung addressing their 2016 Galaxy Note 7 crisis incident and allows deeper insights into a single case study of a crisis communication statement. An examination of the text across various levels of Fairclough's three-dimensional model reveals Samsung's attempt to manage public perception, by focusing on rebuilding the relationship with their customers, and following social values such as accountability and social responsibility. The findings of the CDA show that Samsung used a rebuild crisis response strategy in their statement and profited from a favourable pre-crisis reputation, which aligns with the findings of the conducted survey experiment. Overall, the thesis’ findings add to existing literature on effective crisis communication by employing both quantitative and qualitative research and highlight the positive effects of stealing thunder and rebuild strategy, which companies should keep in mind when faced with crises. Practical implications, limitations, and suggestions for future research are discussed.