Crisis Communication Online: Principles and Practices

Abstract

Communication is the glue that holds together social actors and a key factor of organizational success (Argyris, 1994, p. 80). When in crisis, it is crucial for organizational stakeholders to have a quick and balanced response through well coordinated and communicated actions of those in charge. How are organizations coping with critical and disruptive situations given the vast range of communication channels and tools of the 21st Century? Does the internet – the new medium of social communication – offer better tools to convey emergency messages? The role of most online activities, as experts explained it, is to build relationships: “there is no single magic component, and no single channel to achieve it” (Philips & Young, 2009, p. 154).

In the age of the interactive web, online spaces are both opportunities and threats when it comes to crisis communication. They are opportunities because of the speed and affordability of information sharing, but also a threat due to the difficulty of coordination and control when it comes to networked actors. There are no receipts concerning crisis communication: even news agencies react to and report very differently extraordinary events (Olsson, 2009). Present study is aimed at exploring principles and practices of effective crisis communication online, based on literature review and a case study.

Keywords: crisis communication, internet, rapid response