What 'Real-Time' Means for Public Relations in a Crisis

PR practitioners are familiar with the real-time news cycle that millions of credible and accurate online citizen reporters fuel. However, the capacity to manage reputational threats that move as quickly as an aftershock does not yet exist. Here, Wescott emphasizes that practitioners should take a c...

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Bibliographic Details
Published in:The public relations strategist 2011-10, Vol.17 (3), p.32
Main Author: Wescott, David
Format: Article
Language:English
Subjects:
Management of crises
Professionals
Public relations
Real time
Social networks
Online Access:Get full text
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Summary:PR practitioners are familiar with the real-time news cycle that millions of credible and accurate online citizen reporters fuel. However, the capacity to manage reputational threats that move as quickly as an aftershock does not yet exist. Here, Wescott emphasizes that practitioners should take a cue from advances in structural engineering, early warning systems and preparedness drills. The same technology that powers the real-time media cycle can also help prevent much of the damage caused by most types of crises. He further notes that companies need to engage in social networks before a crisis, empower their communicators and commit resources in advance.
ISSN:1082-9113