I’m putting pen to paper (so to speak) to write about how new technology is affecting crisis communications and – like good boy scouts – being prepared obviously requires an online facet: constant monitoring, pro-active responses and a dedicated contingency webpage, for example. And I’m sure in a lot of cases this – as part of an integrated crisis response – will be enough to weather the storm.
But online access and usage are increasing and networks are evolving, especially through social media. News travels faster and is shared among ever larger online groups. So, if Shirky’s book title ‘Here Comes Everybody’ is an accurate forecast, the potential surely exists for far more destructive crisis events. Prevention will always be better than cure but for PR practitioners, the evolving concept of online crisis management begs the question: How much (preparation and reaction) is enough?