The world has shifted dramatically in recent years, and so too have the ways businesses communicate with stakeholders and react in the wake of a crisis. Gone are the days when firms had time to consider their response and prepare formal communications. 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
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. 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.
Modern crisis communications teams must 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 and Audience Management
Transparency Is Key
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 raised public expectations. While in the past firms may have got away with making broader or more vague holding statements, today people seek specific details, accountability, and human empathy, quickly. The role of executives is equally important. The Edelman Trust Barometer 2024 found that 79% of people expect CEOs to be personally visible and vocal during times of crisis. This requires a coordinated approach that puts people at the centre of the response.
Managing All Audiences
One of the major challenges facing firms is the convergence of internal and external audiences. In the digital era, every employee is a potential publisher, making it easier for disgruntled staff to leak information. Staying on top of internal channels and ensuring they are as timely and thoughtful as external ones is crucial. What’s shared internally can be made public on multiple channels in seconds. Keeping employees informed is vital to maintain morale and avoid mixed messaging. 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.
Preparation and Skills in Crisis Communications
Cancel Cultures and Misinformation
Today’s crises can come in a wider array of shapes and forms. Brands can find themselves under fire over tone-deaf posts, partnerships, or even for remaining silent on social issues. Social media has democratised outrage, raising the stakes. Misinformation, particularly in the era of AI, can worsen a crisis. Communications teams must be equipped to respond and clarify on social media in real time. Being proactive with FAQs and explanatory documents helps businesses own the narrative.
Preparation Is Paramount
According to PwC’s Global Crisis and Resilience Survey, 96% of companies have experienced a major crisis over the past five years, and 83% expect one within the next two. 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. Conducting scenario planning, media training, and audience mapping in advance enables businesses to deal with crises more effectively.
Recruiting Crisis Communications Skills
Ensuring that a plan is in place and that the communications team is stocked with agile, creative professionals adept at problem-solving and crafting effective narratives is crucial. Competition for skills is intense, and employers must differentiate themselves or find the right partner with a strong network to resource them.
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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.
