The world has shifted dramatically in recent years, and so too have the ways businesses communicate with stakeholders and, crucially, how they react in the wake of a crisis. Gone are the days when firms had time to consider their response and prepare formal communications in the aftermath of any serious issue that would enable them to deliver controlled messaging through traditional channels.
Instead, today’s world is always ‘on,’ meaning that crises can unfold in real time, often in front of global audiences. With these challenges in mind, how can organisations effectively manage crisis communications in the social media era, and what skills do they need to be effective?
From Cycles to Seconds
As we have covered in other blogs, crises can come in any shape or form. In the late 1990s, news cycles switched from daily to 24-hour, and now to near real-time. This means that, when a crisis hits, the reaction on platforms like X, TikTok and LinkedIn can be immediate, emotional and often highly damaging.
This change has been driven partly by the nature of the channels themselves, which have subsequently ramped up appetites for immediate news. In fact, according to research by Sprout Social in 2023, 40% of consumers expect a brand to respond on social media within one hour of a crisis breaking. Failure to act quickly can often be perceived as avoidance, indifference or incompetence. In some cases, silence can do more damage than the crisis itself.
Therefore, modern crisis communications teams must now be prepared to respond within minutes. This has led to the rise of "dark sites": pre-prepared web pages and social templates ready to be activated when an issue emerges. Social listening tools and real-time monitoring dashboards have also become standard in any well-prepared team.
Transparency Is Key
However, having access to the right tools, processes, and systems is one thing, but how you actually react and communicate is far more important. The rise of social media has also raised public expectations, and while in the past firms may have got away with making broader or more vague holding statements, today people are far more demanding and seek specific details, accountability and human empathy, quickly.
The role of executives is an equally important factor. The Edelman Trust Barometer 2024 found that 79% of people expect CEOs to be personally visible and vocal during times of crisis, and while that does not mean executives need to go live on Instagram or other platforms immediately, it does require a coordinated approach that puts people at the centre of the response.
Managing All Audiences
One of the major challenges facing firms in the modern era is the convergence of internal and external audiences. In the digital era, every employee is a potential publisher, and it’s far easier for a disgruntled staff member to leak a memo or circulate a screenshot. That means that staying on top of internal channels and ensuring they are as timely and thoughtful, in the same way as external ones is a key factor to keep in mind during a crisis. After all, what’s shared internally can then be made public on multiple channels in seconds. Equally, keeping your employees onside and informed is vital, not only to maintain morale but also to avoid mixed or confused messaging and to strengthen the overall message. In fact, the Institute of Internal Communication (IoIC) reports that organisations with strong internal comms functions are 4.5 times more likely to have employees who act as brand advocates during crises. A well-briefed team is, therefore, a company’s best defence.
Cancel Cultures
As highlighted above, today’s crises can come in a far wider array of shapes and forms than in the past. Indeed, brands can find themselves under fire over tone-deaf posts, partnerships, or even just for remaining silent on social issues. It would be fair to argue that social media has democratised outrage and, in doing so, raised the stakes.
Misinformation is another issue, particularly in the era of AI. A crisis can be triggered or worsened by inaccurate information spreading quickly, and communications teams must be equipped to not only respond, but also clarify and correct on social media in real time. The best solution to tackle the spread of inaccurate information is to be proactive and adopt FAQs and other explanatory documents that enable the business to own the narrative, rather than chase after it.
Preparation Is Paramount
However, any experienced communications team will recognise that there is a degree of inevitability about crisis management. According to PwC’s Global Crisis and Resilience Survey, a staggering 96% of companies have experienced a major crisis over the past five years, and 83% expect one within the next two. But despite this, fewer than half have a fully tested crisis communications plan in place.
Preparation is the single most important element in effective crisis management, and will always remain so regardless of new social channels that may appear, or shifting human behaviour trends. Conducting scenario planning, media training and audience mapping in advance of a crisis will enable any business to deal with it more effectively.
Recruiting Crisis Communications Skills in the Social Media Era
There’s a huge amount for any organisation to consider to make itself more resilient and better protected from any crisis. However, as with any area of work, it’s the people involved in the process that have the single biggest impact.
Ensuring that a plan is in place and that the communications team is stocked with agile, creative professionals who are adept at problem-solving and crafting effective narratives will be the biggest determining factors dictating the success of any organisation’s response to a crisis. Without these individuals, even the best-laid plan will fail. However, with almost every business facing major challenges in recent years, competition for skills is hot, and employers will have to find ways to differentiate themselves from their competitors, or find the right partner with a strong network, to resource them on their behalf.
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If your organisation is seeking crisis communications professionals with the skills and experience to navigate today’s landscape, get in touch with our team to help you find the right talent.
