Reputational risk has been sharpened by social media, making crisis response even more vital. David Benyon reports
Crises used to be relatively straightforward to manage. Social media have revolutionised things. Mismanaged, a crisis response can snowball into a much bigger threat than whatever event it was that initially triggered it. Social media are credited as a wonderful tool for communicating directly with the consuming public. But they are also perhaps the most dangerous crisis catalyst, virally propagating an event’s fallout, giving word of mouth global proportions, giving a crisis the potential to multiply into an uncontrollable epidemic.
This article is usually available exclusively to subscribers.
For a limited period, you can enjoy all the benefits of an online subscription free for 14 days. Sign up now to read this article in full and to enjoy unlimited access to premium online content, a digital edition of the latest issue, plus an online archive of back issues.
Also, as a registered user, you will be able to -