There are volumes written about media best practices in a crisis situation. But in today's world, social media is the new force to be reckoned with. Just ask Rush Limbaugh, Invisible Children or Susan G. Komen for the Cure about the power of social media to shape and convey public opinion. Are you prepared to respond to a crisis in this new world of communications?
The best way to address a crisis is, as always, to 1) be prepared; and 2) react thoughtfully, quickly and completely. Reacting too quickly without care is problematic; so is waiting too long to respond while the flames flare higher. Here are four questions to ask yourself as you prepare for potential crises.
What is it you want to communicate? In this new social media world, key messages are more important than ever. Make sure you're communicating the same message across your website, all of your social media platforms – and in the traditional media, too.
How robust is your social media presence? In a crisis, your current friends or followers can be your biggest allies. It's important to start the conversation in good times. Then give them genuine responses when something goes wrong.
Who will manage and respond via social media during a crisis? Will it be your CEO? One or two point people?
How will you balance traditional and social media? Don't forget the traditional media, particularly those outlets and reporters who already know you well. If they aren't knocking on your door, knock on theirs. Use every avenue to tell your story.
In the words of Louis Pasteur: "Chance favors the prepared mind."
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