Hey, peeps! Here the new topic!
Today, I'm going to share about crisis communication.
So,
What is CRISIS COMMUNICATION?
- Crisis communication is a part of public relations functions.
- Crisis communication is the management of perceptions during the crisis happened and is trying to mitigate damage or instability to company's reputation by third party sources.
- Instead of dealing the problem, it is about the effort taken by a company to communicate with the public and stakeholders that take place during the time of crisis occurs that could have a negative impact towards company's image.
- Crisis communication tools are including press conferences, media relations as well as social media.
I will further discuss about the relationship between crisis communication and social media.
So,what is
the importance of incorporating social media into crisis communication plan?
1.SPEED
During a crisis happened, a promptly and immediately response to public is MUST. It is because public who are the one to get further information and updated news in a short time, thus social media is a platform for spreading the news without geographical constraint and time limitation.
Malaysia Airlines using Twitter to post up the first hand news of MH17. MH17 was happend on 17 July 2014, and the Malaysia Airlines also posted up at the same day and mentioned there the further details will be updated. The speed of Malaysia Airlines is consider quickly in the crisis communication.
2. TWO-WAY COMMUNICATION
During the crisis happened, organization or the PR can create a two-way communication by using the social media. Through social media platform, the audiences able to comment and received the latest information.
Malaysia Airlines is using Twitter to inform that media statement of MH370 incident released. So, one of the re-presenter from BBC news comment" is anyone available to update them". Therefore, two-way communication existed and did response in short time.
3. MONITORING & CONTROL THE SITUATION
Social media as a tool for PR and organisation to develop monitoring the situation. This can help to oversea the reaction or response of audiences in order to make a better strategics and come out a better solution to console the victims and audiences.
Malaysia Airlines know well the audiences' feeling towards the airlines as MH17 incident happened did made a negative impact to them. Thus, Malaysia Airlines provide the new about all the European flights will be taking alternative routes, this message definitely relieve audiences as well.
4. TONE
Tone have to use properly when organisation or PR updated the news. A suitable and clearer tone is more preferable. Tone is important as when audiences read the news will feel so.
Malaysia Airlines is using Facebook to write a post by using a sad tone. Through this writing way, the audiences and victim's family can really feel what Malaysia Airlines feel and will feel Malaysia Airlines is serious and care about towards the MH370 incident.
In conclusion, crisis communication is an important element in crisis management.Therefore, every organisation has to carry out the effective communication through social media when the time of crisis, it is because social media is considered as a powerful platform in the days of people life.
Thanks for your reading:) STAY TUNED！
