Communication with the public during moments of particular stress and scrutiny has always been an important issue for companies and institutions. In turn, as the means of human communication evolve and transform, so must strategies for dealing with moments of crises. With the rise of social media over the last decades, crisis communications have had to face up to the challenges brought about by the faster pace of the Internet head on, as well as its multitude of voices and volatile (sometimes hostile) environments.
These changes are an important concern for any business: after all, crisis management can make or break a brand’s reputation and its future. Moreover, when we discuss social platforms, we are also talking about discussions at a potentially global/international scale, especially for brands with international reach.
In such cases, having the right support to navigate specific cultural, linguistic and contextual sensitivities is paramount. Naturally, a strategy for crisis management in Latin America will look different from one applied in Asia or Europe, for instance. This is where the support of PR agencies comes in, as we will see.
Below, we will explore some of the basics of crisis communication management and its relation to social media, exploring the drawbacks and solutions provided by the digital universe.
Social media and crisis management: Positives and negatives
A business can face a PR crisis for any number of reasons, ranging from the quality of their products and services to unforeseen consequences of their actions or declarations from unsatisfied clients and employees. Most crisis-like scenarios aren’t anticipated, and the challenge of dealing with them depends entirely on the speed with which customers and stakeholders react to certain news and expect to be reassured or addressed. In the age of social media, this speed is naturally greatly increased.
As in any crisis, taking responsibility for one’s actions and being both consistent and empathetic in official statements already goes a long way. However, this is not enough, especially not in the online environment.
One example can be given in the challenges posed by the virtual milieu, showing an increase in the number of people who can voice their opinion on any given subject, a role previously taken on by broadcasts and printed media. Obviously, if anyone and everyone has something to say, the conversation won’t always be productive… On the flip side, outreach here is greater than ever, which guarantees swift and transparent messages when needed.
Let’s dive into the grey areas and take a look at both the advantages and disadvantages social media brings to the table for crisis management.
How social media challenges crisis communications
Although social media has been presented by many as extremely inviting for growing businesses, there are some things to weigh up when considering venturing onto a platform under an institutional/brand profile. These should not be seen as impediments, but rather as factors to take stock of or elements to consider, especially during moments of trouble:
- Emotional escalation. Along with the advantages of instant communication comes the peril of being able to post one’s reflections in the spur of the moment During heated discussions, negative reactions often emerge, as do angry posts or hateful speech. Written content can be easily misinterpreted and quickly shared: the outcome of which tends to be difficult to control.
- Who’s Speaking? During crises, the lack of consensus and the sheer number of people involved in a discussion may be a hindrance to reaching actual solutions. Besides, it is easy to hide behind a username: while institutional profiles need accountability in order to survive, user profiles may be fake or temporary.
- Misleading Information. The fast-paced environment of the Internet is ideal for the spread of fake and/or misleading information, often divulged purposefully by fake profiles and unknowingly by common users. This naturally affects businesses directly, especially when the issue at hand is directly associated with them.
- Cybersecurity and legal issues. Legal and security systems everywhere struggle to keep up with the astounding pace with which new platforms and technologies are emerging, and the regulation of certain tools and mediums (such as AI, for example) takes time. As a consequence, businesses may be unsure on how to navigate these mechanisms and conversations, making themselves vulnerable to cyber-attacks and uncertain legal disputes.
Positive aspects
While social media has its drawbacks, such platforms present unique opportunities for brands to communicate with their audiences during crises:
- Directness. While traditional media tends to steer the narrative, therefore keeping the conversation one-sided, online platforms enable brands to engage with their customers directly and address their concerns without the interference of a third party. During emergencies, this leads to a sense of trust and transparency and builds up an image of authenticity and approachability.
- Rapid delivery. Acting quickly can’t be overstated enough! After all, it helps to deliver important announcements in real time. In moments of urgency, this can be extremely helpful, for the stakeholders of a given brand need to be kept consistently informed and reassured.
- Greater awareness. Social media allows businesses to monitor their target audiences more closely, following up on their interests as well as their concerns, thus solving issues more easily when tough times arise.
- Support mobilisation. The wide reach of social media facilitates initiatives such as crowdfunding, popular campaigns and public shows of support, which can be very useful in a crisis.
Striking a balance
As we have seen, social media is a double-edged sword for crisis communications and PR management. In this scenario, is it possible to reap only the rewards offered by this medium and avoid its perils altogether? There are a few key strategies that can help a business achieve this goal.
- Planning ahead. First and foremost, build a crisis response plan. In it, consider who will be informed of urgent news and which tone/manner you will use to break the information. Also think about policies in how to respond to negative comments and backlash, and ensure employees are informed and in agreement.
- Clarity and accuracy. Ensure all information you divulge is spot on and worded in a way that leaves no room for misinterpretation, especially in troubled times.
- Partner up. Look for the right people to manage your social media and PR, and seek out the guidance of specialized agencies when it comes to specific contexts. Also, consult your legal and security teams if needed.
- Update your plan post-crisis. After the storm has blown over, be sure to hear out what your customers and employees are saying, and adapt accordingly. Be prepared to adjust to different situations!
The take-away
Crisis communications has always been a challenging field, even before the emergence of the Internet, and it will continue to be so independent of it. Human beings interact in complex and potentially complicated ways, but the best we can do in face of it all is prepare accordingly. After all, if your business wants to succeed, it must be ready to take on this brave new world, well within its stride.
