Victims of Hurricanes Harvey and Irma used social media to communicate with first responders, discover where gas was available and follow emergency updates. This month, The Wall Street Journal outlined dozens of ways social sites and apps are used during a crisis.
For brand managers, however, this rapid-response, multi-channel communication grid can produce scary challenges: A situation that once took weeks to unfold can now grow into a firestorm in a matter of hours. Getting approved responses and researching a situation takes time and is often delivered too late.
However, with careful planning and structure, you can put together an effective crisis communications plan that allows you to move quickly and avoid common pitfalls.