Due to the public engaging in private journalism, courtesy of Twitter, YouTube, Blogs etc, the response time from the incident to the issue of a statement by the Spokesperson of the Crisis Management Team, can sometimes be reduced to a matter of minutes.
Social Media has changed the rules and increased the range of news enquiry. It used to be that following rumours of corporate malpractice or an incident becoming visible, the media would wait for what was called the Golden Hour for a news release – not anymore – Social Chatter (often monitored by the media) starts within minutes causing Spokespersons to fast track response communication.
The power of multi-media news enquiry must now be managed through a response strategy that allows the Crisis Communication Team the ability to gauge both public interest and opinion from such as Tweet Desks or Google Alerts, whilst at the same time responding to the enquiries from mainstream media such as radio, print or TV.Of course the traditional methods of enquiry from telephone and email have not stopped, in fact have increased in strength so as to keep pace with the rampage of Social Media. This is also a Communications Team responsibility.So how does the hard pressed CMT Spokesperson manage this new era of news enquiry and response?
The best practice is to establish a trained response team that understands the needs of both Social and Mainstream Media and is geared to multi-task quickly. These days effective Crisis Response means having the capability to receive incident information – translating it into words the public will understand, and then fast tracking the message to both Social and Mainstream Media.
Articles on BusinessCorporate Trainings in PakistanDecision MakingJeremy ParsonOctaraPakistan
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