Strategic Communication 101: Crisis Communication - Social Media Crisis Management Speed vs. Accuracy trolls misinformation during crisis

What This Is

Social Media Crisis Management is the strategic process of mitigating and resolving a crisis that unfolds on social media platforms. It involves a swift and accurate response to contain the damage, protect the organization's reputation, and maintain stakeholder relationships. A well-executed crisis management plan can make all the difference, as seen in Johnson & Johnson's response to the Tylenol tampering crisis in 1982. The company's swift recall of the product, transparent communication, and commitment to public safety helped to restore trust and minimize long-term damage.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies to repair an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity of the crisis and the availability of evidence.
• PESO Model: This model categorizes media into four types: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). A well-integrated crisis management plan should incorporate all four categories to maximize reach and impact.
• Situation Crisis Communication Theory (Coombs): This theory emphasizes the importance of situational factors in crisis communication, such as the severity of the crisis, the organization's responsibility, and the level of uncertainty.
• Crisis Communication Competence (Coombs): This model assesses an organization's ability to manage a crisis through its communication efforts, including preparation, response, and recovery.
• Social Media Crisis Management Framework (Coombs): This framework provides a structured approach to managing a crisis on social media, including monitoring, response, and recovery.
• The 5-Step Crisis Communication Plan: This plan outlines a structured approach to crisis communication, including preparation, response, recovery, and evaluation.
• The 3Rs of Crisis Communication: This framework emphasizes the importance of Responsibility, Respect, and Remedy in crisis communication.
• The Crisis Communication Pyramid: This model illustrates the importance of preparation, response, and recovery in crisis communication, with a focus on building a strong foundation for long-term success.

Step-by-Step Application

1. Monitor and Detect: Establish a social media monitoring system to detect potential crises and identify key stakeholders.
2. Respond Swiftly and Accurately: Develop a crisis communication plan that outlines a clear response strategy, including key messages, channels, and timelines.
3. Communicate Transparently and Consistently: Use multiple channels to communicate key messages, including social media, email, and traditional media.
4. Engage with Stakeholders: Respond to comments and messages on social media, and engage with stakeholders through regular updates and Q&A sessions.
5. Recover and Rebuild: Develop a recovery plan that outlines steps to rebuild trust and restore the organization's reputation.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR is about building and maintaining relationships with stakeholders through transparent and honest communication. A well-executed crisis management plan requires a commitment to truth and transparency.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, regardless of size or industry. Preparation and planning are key to mitigating the impact of a crisis.
• Misconception: "Social media is just a channel for crisis communication."
• Correction: Social media is a critical component of crisis communication, but it should be used in conjunction with other channels to maximize reach and impact.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a crisis scenario and develop a comprehensive crisis communication plan.
• Tricky distinctions: Understand the difference between outputs, outcomes, and outtakes, and be able to apply this knowledge to a crisis scenario.
• Strategic thinking: Demonstrate a clear understanding of the crisis communication process and the importance of preparation, response, and recovery.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Monitor and detect the crisis through social media monitoring. 2. Respond swiftly and accurately with a clear apology and explanation. 3. Communicate transparently and consistently through multiple channels, including social media, email, and traditional media.

Rationale: This response is grounded in the Image Repair Theory (Benoit) and the 5-Step Crisis Communication Plan.

Last-Minute Cram Sheet

• Image Repair Theory (Benoit): Denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Situation Crisis Communication Theory (Coombs): Severity, responsibility, and uncertainty.
• Crisis Communication Competence (Coombs): Preparation, response, and recovery.
• Social Media Crisis Management Framework (Coombs): Monitoring, response, and recovery.
• The 5-Step Crisis Communication Plan: Preparation, response, recovery, evaluation, and review.
• The 3Rs of Crisis Communication: Responsibility, Respect, and Remedy.
• The Crisis Communication Pyramid: Preparation, response, and recovery.
• APR Code of Ethics: Truth, transparency, and respect for stakeholders.
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."