Here's something to consider about crisis communication. You have a crisis plan, and do regular training under it, for crises that might spark interest in the traditional media. But how about in social media, if you're getting into it? (You should be.)
PKA Marketing wonders how agile you might be should a crisis of information/reputation strike your organization in social media. A pertinent concern, indeed.
First, PKA suggests, if you have a crisis plan and social media aren't in it, add them. If you don't have a plan, get one, and drill under it. If you're attacked on Twitter, for instance, you need a prompt, confident response. Not likely to happen? Crises are never likely, but woe to the organization that's not prepared when one occurs anyway. (Of course, don't be in social media in the first place if you haven't thought through how to do that effectively and trained someone to handle it well.)
Then, "Put someone in charge of monitoring your social networks 24/7. Have tweets sent to someone's iPhone or Blackberry so that someone is always in the know." And "be sure the person tweeting for the company is high enough up the food chain to make good judgments for the company."
This is a brief post because, naturally, PKA would like you to call them for further assistance on crisis communication response. However, the point about including social media in crisis planning is worth passing along, so we've done so.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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