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Crisis Training Courses
A Crisis can happen to any
organization, at any time. We specialize in preparing people
to manage a crisis while communicating effectively with
the media. For more information please call or email us.
The rapid evolution of
new media often results
in the practice of
public relations getting
ahead of research. The
practice of crisis
communication is ahead
of research in terms of
social media. If you
look at training
seminars and webinars
for crisis
communication, social
media is emerging as a
“hot” topic. A basic
definition of social
media is the use of
technology to facilitate
interaction and the
sharing of information.
There is a need to
elaborate and build
greater knowledge about
crisis communications
and new media with an
emphasis on social
media. So this section
was developed to begin
compiling information on
Crisis Communication and
Social Media.
The current entry does
cover research on web
sites, Intranet sites,
and some discussion of
mass notification. It
could be said this is
Web 1.0 and not Web 2.0
and that is a fair
statement. Crisis
managers must now think
about blogs, podcasts,
Really Simple
Syndication (RSS), and
videos. I will start the
conversation by
identifying some
emerging points about
crisis communications
and social media.
We should start by
noting that social media
are a useful way to
identify warning signs
that a crisis is
developing. As part of
crisis communication
scanning, managers
should be observing the
social media relevant to
their industry.
Observing can be as
simple as conducting
regular searches and
analysis of blogs for
mentions of your
organization, its
products, or its
services. This would
include important blogs
for your industry. The
blogs could provide
warning signs of an
emerging crisis.
Another warning sign
could be online videos.
YouTube is the location
of choice for most
online videos. The KFC
video of rats in a New
York City location was
very popular. Videos
were used to spread
information about the
“defective” Kryptonite
bike locks and the
flaming laptop batteries
as well. It might also
be a bad sign if
customers form groups on
sites like Facebook to
complain about your
organization. Monitoring
of social media should
extend into the crisis
response and post-crisis
phases to check how your
crisis management
efforts are being
received.
The other side of crisis
communications is
sending messages during
a crisis. Blogs can be
an effective means for
providing updated
information about a
crisis. Like dedicated
crisis sections of a web
site, blogs can be
updated quickly. Blogs
have the added feature
of interactivity.
Stakeholders can post
comments/give feedback
and ask questions. The
need to respond to
queries increases the
time investment for the
crisis team, however.
RSS can be used to reach
employees or other
stakeholders that would
like to subscribe to
updates. Podcasts and
videos can be released
as well.
Jet Blue’s apology video
on YouTube is frequently
given as an example of
an effective use of
video in a crisis. The
idea is to use multiple
channels to release your
crisis information. Keep
in mind the audiences
may be small crisis
response videos. When
KFC posted a YouTube
video responding to the
New York City rat
situation, very few
people watched it. In
fact during the first
month, only two people
accessed the video from
YouTube. The other
viewers all were taken
to the video from the
KFC web site.
So what next? I would
like people to add to
this very crude
knowledge base for
crisis communications
and social media by
posting their
information here.
What ideas do you have?
What new research have
you seen on the topic?
What are some examples
of crisis managers using
social media?
What are some good web
addresses for
information on the
topic?
Source:
W. Timothy Coombs, Ph.D
link