In my experience, advice and benchmarks for Crisis situations come mainly from lessons learned from previous crises (BP oil spill in the Gulf of Mexico, Tylenol recall, the famous Exxon Valdes case, Bridgestone /Firestone tires scandal, etc.).This case-study-based approach has partially worked but seems to be somewhat unreliable lately, considering that each crisis situation is unique, stakeholders increase exponentially by globalization, and crises evolve in unpredictable ways, which makes that some time, someone will have to rely on his/her guts to make a critical decision.
This concern takes more relevance if we take into account the explosive growth of social media, which forces companies not only to monitor innumerous social media spaces, but also to incorporate social media to their crisis communications responses. Considering that corporations so far have not fully embraced social media, but rather they are approaching it with a cautious attitude, it is bound to happen that…
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