Should a PR Crisis Affect Your Social Media Strategy?

The answer to this question is a bit complicated. While most PR crises will affect your social media strategy in one way or another, not all of them require active social media engagement.

On the other hand, certain PR crises are better handled offline without the involvement of social media. For instance, minor incidents and internal disputes that are not likely to impact stakeholders or generate wider media coverage should not trigger an emergency social media strategy.

Considering the complexities of these new rules of crisis PR engagement, companies must be proactive and prepare their emergency social media strategies and protocols in advance. This way, should an unforeseen situation call for immediate action, your organization will be well-positioned to use social media as a powerful tool that can help you move beyond the turmoil.

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