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The paper points out that with the Internet and social networking, communication happens faster than ever, and a crisis can become big news in a mere second. The paper discusses how PR departments must learn to create responses before a crisis occurs, so they are prepared for any crisis or emergency. The paper discusses how spokespeople need to create channels to inform people the matter is being investigated, social media outlets must be monitored to identify warning signs that a crisis is developing, employees must play a role in the plan, mistakes should be admitted to up front, and after the crisis, a post-crisis team should analyze the reaction to the crisis both internally and externally. The paper clearly shows how creating a crisis communication plan is essential in managing any crisis, and not having a plan can be extremely dangerous for any company or organization.
From the Paper:"Initially, spokespeople may not have all the answers, they need to create channels to inform people the matter is being investigated and the progress of the investigation will become public as the matter is monitored and understood. Depending on the issue, this in itself can start calming things down. Not everyone needs an immediate response, because not all outlets have equal influence and therefore do not all need a response. A point of influence should be chosen, and a single spokesperson or a team of spokespeople should work from there (Vielhaber & Waltman, 2008). The efforts should be coupled with the mainstream media (MSM) crisis communications. A wide distribution of misinformation in a wire story, for example, can trigger hundreds of blog posts that need attention and an explanation. Look for hubs of content, MSM and digital, and craft a response to post there first. This will help broaden the impact of any corrections and save lots of time.
"However, social media outlets are a useful way to identify warning signs that a crisis is developing. Monitoring of social media should extend into the crisis response and post-crisis phases to check how stakeholders and the public view the crisis management efforts. Serious damaging issues need a wider audience to have impact in the short term. Social media simply stirs things up, and often at a company's expense, so monitoring social networking sites can give an idea of a crisis in the making."
Sample of Sources Used:
- Coombs, W. T. (2007). Crisis management and communications. Retrieved 15 July 2009 from the Institute for Public Relations Web site: http://www.instituteforpr.org/essential_knowledge/detail/crisis_management_and_communications/.
- Coombs, W. T. (2004). Impact of past crises on current crisis communication: Insights from situational crisis communication theory. The Journal of Business Communication, 41(3), 265+.
- Jarret, J. (2007, April). Maintaining credibility during a crisis: Challenges for the manager. Public Management, 89, 14+.
- Probst, M.R. (2009). Amazon follies. Retrieved 15 July 2009 from the Live Journal Web site:http://markprobst.livejournal.com/15293.html.
- Smith, R. D. (2005). Strategic planning for public relations. Mahwah, NJ: Lawrence Erlbaum Associates.
Cite this Persuasive Essay:
Crisis Communication (2011, December 13) Retrieved April 10, 2020, from https://www.academon.com/persuasive-essay/crisis-communication-149400/
"Crisis Communication" 13 December 2011. Web. 10 April. 2020. <https://www.academon.com/persuasive-essay/crisis-communication-149400/>