In order to look at the impact of social media on the process of crisis communications for the professional communications professional, I will first review the traditional approach as outlined in our course textbook, “Corporate Communication, A guide to theory and practice” by Joep Cornelissen. (Cornelissen, 2008). I will then relate some of the unique issues now facing communication professionals who must engage in a social media landscape when addressing a contemporary crisis. Crisis Management According to Cornelissen Cornelissen writes “Issues and crisis management involves identifying and analyzing issues and crisis and developing an appropriate communication response so that damage to the organization’s reputation and relationships with its stakeholders is minimized” (Cornelissen, 2008, p. 214). He goes on to define the unique nature of an issue versus a crisis that has to be dealt with An issue may often be a pre-cursor to a crisis. An issue may exist as a matter of public concern prior to the focus turning to a particular company. It could be argued that general concerns about the constant and pervasive increase of more complex electronics in automobiles has worried consumers for many years and that came into focus with the current attention on Toyota’s “sudden acceleration” problems. Most likely it is the “unsettled” nature of a “matter which is ready for a decision” (Cornelissen, 2008, p. 215) that provides a clear indicator of whether an issue has turned into a crisis or not. A crisis is an issue which has risen from the realm of debate to one that requires some immediate action from the organization. Issues move through a series of levels that include latent, active, intense to crisis. This evolution is of... ... middle of paper ... ...transparency : how leaders can leverage social media to maximize value and build their brand (1st ed.). San Francisco CA: Jossey-Bass. Metz, R. (n.d.). Review site Yelp under fire in business' lawsuits - Taiwan News Online. Taiwan News. Retrieved March 24, 2010, from http://www.etaiwannews.com/etn/news_content.php?id=1209558&lang=eng_news&cate_img=317.jpg&cate_rss=news_Features Ruggless, R. (2009). Domino's damage control following YouTube flap shows exemplary new-media crisis management. Nation's Restaurant News, 43(16), 27. Shipley, D. (2008, August 14). Social media transforming corporate communications; Power Networking websites are changing the relationship between consumers and businesses. Telegraph-Journal, B.1. Ward, S. (n.d.). Social Media Definition. About.com. Retrieved March 23, 2010, from http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htm
Crisis is an event that is unplanned, unwanted, and dangerous and leads to hard decision making. There are many different types of crisis such as economic crisis, mental health crisis, situational crisis, social crisis, adventitious crisis and many more. Every type of crisis affects people more than we think and know. There is always someone who loses and who gains during a crisis. People who lose are usually the ones who are affected the most such as losing a job, losing a family member or someone close to them, losing their homes and sometimes even their own lives. The people who gain are usually the rich people who prey on the poor and usually gain from making money and the poor’s lives miserable.
There are many definitions for what is considered to be a crisis. Alan Jay Zaremba, author of the textbook ”Organizational Communication,” combines several definitions of the word to conclude that a crisis is “an incident that occurs unexpectedly, could damage an organization’s reputation, values, and/or performance, and requires effective communication. (Zaremba, 2010) In the case of the Nuance Group, their current situation completely blindsided the organization, was a nightmare for their reputation, and communication was now the key element in restoring their image. This was indeed a crisis.
Every dilemma and difficult situation we face will have different factors and require an altered approach. This can only be achieved through initiative. When managing a crisis we cannot allow ourselves to become stoic and rigid in our thinking – this is the quickest way to be defeated by the situation. We need to allow ourselves time and space to thinking creatively and act with ingenuity because these are the cornerstones of successful crisis management. Observe great leaders and learn about their approaches. Read about the great strategists in history and educate yourself constantly on new ideas and
A crisis may occur when an individual is unable to deal effectively with stressful changes in the environment. A stressful event alone does not constitute a crisis; rather, crisis is determined by the individual's view of the event and response to it. If the individual sees the event as significant and threatening, has exhausted all his/her usual coping strategies without effect, and is unaware or unable to pursue other alternatives, then the precipitating event may push the individual toward psychological disequilibrium, a state of crisis (Smead, 1988).
A. M. Kaplan and M. Haenlein, ‘Users of the world, unite! The challenges and opportunities of Social Media’, Business Horizons, vol. 53, no. 1, 2010, pp. 59-68.
Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
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.
..., Crisis communication failures: The BP Case Study, International Journal of Advances in Management and Economics, Issue 2, March-April 2013, accessed 28 March 2014,
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
Secondly, the grapevine aspect of social media is prevalent in this case. An inaccurate message was rapidly passed throughout Best Buy’s customer base and employees. In addition to the embarrassment that was felt by CEO, Brian Dunn, the company’s image was negatively impacted. Social media gives the oppo...
The communication process is not something that begins when a crisis rears its ugly head rather it is a process that takes place in preparing for a crisis before it happens. While the term crisis represents a blanket term used to describe many situations, each situation is unique, thus presenting different obstacles to overcome. However, with a well-established advanced plan in place an organization places itself in a position to overcome and work around obstacles. The development of a comprehensive crisis management plan is one achieved through effective communication where each member of the crisis management team has an advanced shared understanding of his or her role and responsibility during a time of crisis (du Pr'e, 2005).
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.
exactly qualifies as a crisis? According to Sloth (2004), a crisis is. a situation that has reached a critical phase for which dramatic and... ... middle of paper ... ...
Social media is pertinent in use of communication throughout today’s organizations. There are many social media platforms that allow organizations to convey communication to potential consumers, stakeholders and the public. “It is essential for leaders to integrate these technologies and seek the best way to use social media and networks to the advantage of the business” (Billington, 2012, p.1). Business owners find that keeping up with current technology trends is essential in having a competitive advantage in the market place and having a strict set of standards and strategy is important in quickly adapting to social media trends.
Secondly, the social media has made it easier for businesses and business people such as bankers, business owners, brands, and even celebrities to communicate faster and to get things accomplished. Through social media interaction networks such as Twitter, Instagram, What...