Navigating Crises in the Digital Age
By: Tristin Buurma
In 2017, United Airlines faced one of the most notorious public relations disasters in recent memory when a video surfaced showing a bleeding passenger being forcibly removed from a flight went viral overnight. The shocking footage quickly spread across social media, sparking outrage and ridicule among various online communities. Rather than addressing the situation head-on, United Airlines chose to downplay the incident, resulting in months of public backlash and long-term reputational damage.
While United’s poor response intensified the crisis, an effective crisis communication strategy can shift a brand’s narrative and allow them to start rebuilding trust right away. In today’s fast-paced media environment, how a company responds to a crisis is just as important as the crisis itself. Social media, in particular, often acts as a double-edged sword. On the one hand, it heightens public backlash and misinformation. On the other, it acts as a powerful tool for transparent, timely, and personal communication that (when used strategically) can help restore brand credibility. Most of the time, simply being prepared is the key factor in determining whether a company sinks deeper into trouble or emerges stronger than before.
The Challenges of Crisis in the Social Media Era
Misinformation.
Whether accurate, false, or somewhere in between, platforms like X (formerly Twitter), Instagram, TikTok, and Facebook spread information faster than ever before. This creates a space for users to share opinions without knowing the full context of the situation. Misinformation often spreads faster than corrections to false claims, creating a cycle of confusion and online abuse that can worsen a crisis and undermine a company’s credibility.
Cancel Culture.
Another modern challenge is cancel culture. This occurs when excessive public backlash leads to widespread rejection of a person or organization over controversial statements or actions. For companies, this can result in lasting damage to their reputations and overall effectiveness, making it crucial for organizations to carefully consider how to address sensitive issues online.
How to Manage a Crisis Effectively
While being in a crisis can feel daunting, it is important to follow these three main rules:
1. Have a plan before a crisis occurs
The unpredictable nature of social media raises the stakes for every organization, requiring companies to not only respond quickly but also plan for catastrophes before they even occur. This means establishing clear procedures, assigning responsibilities, and clearly outlining lines of communication so responses to crises can be timely, transparent, and consistent. This allows companies to react to problems as soon as they arise rather than hastily resolving them after they become public knowledge.
2. Respond quickly and authentically
Speed is crucial—but so is honesty. The instantaneous nature of social media requires companies to respond quickly and genuinely to a crisis. While this can often feel uncomfortable, openly and honestly addressing the situation head-on is always the best path forward. Delaying or avoiding a response can only cause more damage. Rather than letting others control the narrative, organizations should take a leadership role and own their mistakes. Credibility lies at the heart of effective crisis recovery, and credibility begins with honesty.
3. Focus on rebuilding trust
After the immediate crisis passes, the real work begins. It is essential that stakeholders see that the organization has learned from the crisis and is committed to implementing meaningful changes. After all, you have to recover from a crisis in order to avoid reliving it. This process includes setting measurable goals, communicating progress clearly, and being consistent in these behavioral changes long after the headlines fade.
Turning Crisis into Opportunity
The relationship between modern social media and crisis management presents both powerful opportunities and serious obstacles. Any slight misstep can grow into a crisis far beyond the initial incident, but when handled correctly, a crisis gives businesses the chance to show their willingness to make lasting changes, adding to their overall credibility and reputational longevity.
With the growing influence of social media, the field of public relations is constantly evolving, and companies must find ways to utilize these sources rather than run from them. Social media (despite its risks) can help businesses build stronger relationships with their audiences and connect with the public on a much larger scale. Some challenges are inevitable, but how a company responds can make all the difference.
Tristin Buurma is a recent Heidelberg University graduate with degrees in political science and communication, now pursuing her MBA with a focus on crisis communication and media strategy. Driven by curiosity, she’s passionate about public relations and the intersection of media and policy.
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