Escalating a crisis, 140 characters at a time

In an article last month published in Communicate, Hill & Knowlton’s own Peter Roberts made the following point:

…social media does two things incredibly well: “The first is creating an environment where people can communicate one-to-many, instantly. The second is the observer’s view of a conversation. Thanks to social media, we can now watch a conversation unfold.”

In his Telegraph.co.uk blog today, Head of Technology (Editorial) for Telegraph Media Group, Shane Richmond, highlights some of the issues that this phenomenon represents – particularly when you or your organisation become the subject of the conversation in the context of Twitter.

This raises an interesting question for communicators, and particularly with respect to crisis management. Do these increasingly transparent (if not voyeuristic) forms of communication mean we’re facing a different type of crisis? Our Canadian colleague, Brendan Hodgson, shares his views. Ultimately, the principles of crisis management should remain the same, but the emphasis on speedy and transparent response is more pronounced than ever.

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