Crisis management encompasses responding to a negative event that has occurred unexpectedly. In this regard, crisis management requires decisions to be made in a relatively short time frame. In general, there are three elements of a crisis including a threat, surprise and a short time frame for decision making. Dealing with a crisis may be challenging and organizations are required to have a crisis management plan to enable them deal with the effects that unexpected negative events or situations may create. In particular, crisis communication is vital in reassuring the stakeholders and the public of their personal safety as well as the safety of their investment. A crisis can harm a good reputation of an organization and create panic among the public. This study seeks to give an insight into crisis communication and the role of social media in crisis communication.
Role of Social Media in Crisis Communications
With increased development in communication technology, crisis management has evolved to embrace social media and the internet in general as medium for reaching to the public and stakeholders. Previously, crisis communication managers relied on television, radio and sirens to inform the public of an emergency event (TFCC, 2013). These communication channels were not always effective in that they were time costly and there was no way of verifying if all those in the affected areas had received the emergency message. Today however, social media provides a good tool for crisis communication particularly because of its popularity. Not only is social media popular among the public but also among organizations and government agencies (TFCC, 2013). Using social media to communicate in times of crisis or emergencies enables the cri...
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Conclusion
In a time of crisis, the crisis management team is faced with many challenges including but not limited to controlling or dealing with the crisis and communicating with the public and the stakeholders. Crisis communication may adopt different channels but with the growth of information technology, social media is arguably the most popular means not only for the team but also for the stakeholders in regard to dissemination of information amongst themselves. Social media in this regard helps passing information both spatially and in a timely manner thereby increasing efficiency and accuracy. Nevertheless, social media may create rumors and fallacies that may create panic and/or damage the reputation of an organization. In this context, a crisis management team must be able to establish strategies for dealing with rumors in case of an emergency.
Crisis communication is an area of public relations that I find really fascinating. I enjoy learning about the proper steps that a professional takes when a company is pitted against a major crisis, and what they do in the face of chaos to turn the situation around and use the crisis in their own favor. One case study that exemplifies the degree to which a crisis can be managed effectively and a company can gain more respect by doing so is the case of the Chicago Tylenol Murders in 1982. The tragic deaths of seven people who died due to potassium cyanide-laced Tylenol capsules started as a disaster for Tylenol producer Johnson and Johnson. However, J&J communicated with their publics and the media proficiently, investigated their products after pulling millions of dollars of Tylenol capsules off the shelves across the nation, and developed proper packaging to avoid further mishaps.
In order to understand the thought process of leadership during a crisis, the authors state that we must first understand a conceptual model that is theoretically grounded, (Combe & Carrington, 2015). The conceptual model is divided into two elements, the descriptive and prescriptive mental models, (Combe & Carrington, 2015). The descriptive mental model focuses the external changes that occur during a crisis. The prescriptive mental model concentrates on future actions that need to be implemented to derail the cognitive overload due to continuous external changes as the situation unfolds. The prescriptive model aligns objectives, providing clarity to future implications related to the crisis, (Combe & Carrington, 2015). The authors, Combe & Carrington, (2015) have noted the importance of longitudal research perspective to capture the thought processes of interaction, communication and problem solving in a crisis. This type of research method is instrumental in depicting the challenges to incorporate better solutions to evolving situations. Sense making in a crisis defines these issues to ascertain the complexity and provide meaning to the event, (Combe & Carrington, 2015). Sense making entails the filtering of excessive data to identify the areas of importance. This perspective provides a means of taking a negative, that being disruptive and changing it to a positive or opportunity for
The development and complete integration of the internet into everyday life has changed the modern perception of communication which, as a result, has changed the playing field for public relations practitioners everywhere. Social media opens new doors into the world of communicating and is undeniably useful for “anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization” (Horton, 2011). Through the successful creation of social media campaigns, an organization has the opportunity to create a positive public image, relationship, and lasting online presence that will benef...
ComEd appears to have thoroughly analyzed social media best practices before it embarked on its own social media program. However, it decided to place the responsibility for social media within its own customer operations rather than in its communications or marketing department. Was this is a good decision- why or why not?
The University of Colorado arranged a report on Jefferson County Type III Incident Management Team’s use of social media communications and work practices during the Colorado Floods in September of 2013. During flood in the fall of 2013, Jefferson County decided to use social media as a means for quick and mass communication for people to receive information about weather emergencies. In this case study, the University of Colorado examined the team’s use of three social media outlets: Facebook, Twitter, and the team’s blog. The University of Colorado utilized a mix method approach of web-based social networking content examination and meetings, the University of Colorado depicts Jefferson County's online practices in connection to the necessities
Taco Bell is a good example of how a company is able to use social media in the time of a crisis to their advantage. They were able to take a negative situation, and reverse the possible effects through different outlets such as social media. Many organizations can view this case and learn how to use these outlets in a time of crisis. It is crucial to deliver the correct information to the public as quickly as possible when a crisis occurs (Crandall, Parnell, & Spillan, 2013).
Word of mouth, social media, internet, are all operated by the tone of the message. These can cause morale panic because anybody can publish or say anything about any information.
Ulmer, RR, Sellnow, TL & Seeger, MW 2007, Effective crisis communication, Thousand Oakes: Sage Publications.
Social media creates a host of communications issues that are not easy to counteract. In the case study, Social Benefits of Social Disaster?-Best Buy; there are two glaring examples of how social media creates issues from its communications. The first of which is the risk to security. In this case, an easy to guess password was used by a hacker to misuse a twitter account. Implications were felt not only by the individual that was hacked, but the company suffered financial losses. Further issues could have occurred if the hacker was interested trying out the password on internal Best Buy systems. As a manager, it is critical to stress to employees the importance of communications that contain sensitive information and how to choose a password that provides the highest level of security. (Robbins, Decenzo, & Coulter, 2013)
Effective communication in its various forms is the substratum of crisis management. Internal and external communication is essential during times of crisis if a successful outcome is to prevail. In a crisis, people’s lives are often at risk, these are lives that can be lost or protected; however, their fate lies in the hands of information. A breakdown in communication during times of crisis will interfere in dispensing pertinent and time sensitive information to the target audience, thus placing them at a gross disadvantage in protecting their health. During a crisis, it can be extremely costly to falter in delivering accurate, detailed, and informative information.
This paper will discuss and identify the effects of social media, and what will make social media better through research on best practices. Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they want about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms daily, making it necessary for companies to not only be familiar with those platforms, but also know how to reach the consumer through them.
2) Limit the damage, and 3) restore credibility. Following these goals ensure a successful public relations plan for any organization. Crisis management definitely needs to be addressed in any organization. ? Although it is usually not a fun role for public relations manager. The.
In the evaluation of strategic management of public relations, both concepts of risk communication and situational theory can be integrated into the above-mentioned model. Risk communication is an ongoing process that builds the foundation for crisis communication. Particularly, the risk analysis process consists of hazard identification, risk assessment, significance of risks and communicating risk information.
Social media sites including Twitter and Facebook are in their infancy yet play an increasingly important role in the response to a disaster. After all, “one of the basic tenants of emergency management is mass communication and being able to deliver pertinent information to those who need it” (Gould, 2012). Social media offers an avenue to obtain up to the minute information on a given situation right in an individual's hands thanks to the proliferation of mobile devices. “Each disaster sparks its own complex web of fast-paced information exchange. It can both improve disaster response and allow affected populations to take control of their situation as well as feel empowered” (Maron, 2013). While traditional forms of media, print, radio and television in particular, have been the standard since the inception of the emerg...
Some of the ideas that are central to the idea that social media is a benefit to today’s society are that social media encourages increased communication with friends and family, provides fast access to breaking news and other information, and help business attract new business and correspond more quickly with their existing customers. Increased communication is important in all aspects of life. Keeping in touch with family and friends is easier than ever before. Whether it be a Facebook post or a tweet updating friends about exciting news or being able to see a picture...