The Role of Social Media as a Strategy in Crisis Communication Planning

This paper explores the role of social media as a strategy in crisis communication planning. Social media is a powerful influence in the public relations industry. Investigating its use in crisis communication planning is important to the growing body of academic research into social media as a tool during crisis communication responses. It is valuable to understand how public relations practitioners can anticipate and establish a proactive strategy using social media. Primary research was conducted through interviews with experienced public relations practitioners who have worked in the public relations industry before social media became prevalent and who continue to work in the field in the social media era.