Stealing thunder demonstrates the value of crisis communication timing for reputations. An interesting study compared the effect of timing (stealing thunder) and crisis response strategies. The research wanted to determine which of the two factors had a stronger effect on organizational reputations or if the two could be combined to increase the reputational protection value of crisis communication. The study compared situations whether or not an organization engaged in stealing thunder and if the crisis response was recommended by Situational Crisis Communication Theory (SCCT) or violated the SCCT recommendations. The results found that if the organization stole thunder, the type of crisis response had no effect on reputation. It seemed that stealing thunder provided all the reputational protection the organization could gain from crisis communication. However, when there was no stealing thunder, the recommended crisis response strategies were better at protecting reputations than the non-recommended crisis response strategies (Claeys & Cauberghe, 2012). The study shows just how powerful stealing thunder is as a crisis communication resource.