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Section One: Crisis Response

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Twitter in a Pinch

Tweeting is fast, direct and perfect to get the word out to a lot of people all at once.

Joe Paterno’s son dealt with the crush of media inquiries following the death of his legendary father by sending a tweet. No media filters. No time delay. Just an efficient, effortless and graceful shout-out to the world.

The Clackamas County Sheriff used Twitter to post updates as deputies dealt with a shooting spree at a shopping mall. A Texas firm tweeted pictures of its cleanup efforts after a spill.

Twitter has emerged as a go-to tool for the news media and crisis communicators. You can tweet from a smartphone or tablet. It’s fast. It’s direct. And it demands careful word choices to make your point in 140 characters.

“Twitter has emerged as a go-to tool for the news media and crisis communicators.”

Media outlets and individual reporters use Twitter to alert people to breaking news and provide updates. It might be an earthquake or a presidential debate. You can follow the tweets and know what’s going on and what’s being said in real time.

The same rapid response is essential in crisis communications. Say there is an accident with environmental impacts. Tweets can demonstrate a business is on top of the situation by communicating valuable, accurate information in real time to employees, neighbors, emergency responders and news reporters. Questions can be posed and answered when concerns are at a peak.

Twitter can work in tandem with other social media platforms such as Facebook and YouTube to provide more information, images and video. The immediacy of the information can allay fears and focus attention on remaining serious problems. Twitter also can team up with a website to direct viewers to sources of additional, in-depth information.

Information dispatched by Twitter and other social media needs to be vetted for accuracy and with some awareness of future consequences. However, the review shouldn’t turn this high-speed communication channel into a slow-motion train wreck. Speed is the DNA of Twitter and universal outreach is its value proposition.

Many times the right course in a crisis is to talk to a single reporter. Other times the need is to get the out word to a lot of people fast. That’s when Twitter shines.

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CATEGORIES & ARTICLES

Introduction
Crisis Response
Slow-Walking a Fast-Breaking Crisis
Looking Forward Key to Putting Crisis in Past
The Complete and Convincing Apology
Twitter in a Pinch
Responding to Crisis from the Heart and Head
Managing the Layoff Notice
Don’t Equivocate; Tell Your Story
Don’t Sanitize Truth-Telling
Responding in Real Time
Getting Off the Front Page, Not Reporter Revenge
Apologies That Mean What They Say
First Call in a Crisis
Know Your Eggs in a Crisis
Telling the Truth So People Believe It’s True
Some Thoughts Before You Blame the Media
In Crisis, It’s Not Whether to Respond, But When
Actions Speak Louder Than Words in Post-Truth Era
Live Streaming Crisis Response on Twitter
The Ambush Interview
Really Owning a Crisis
A Crisis Response Do’s and Don’ts List
Digital Media’s Impact on Crisis Response
The Deflation of “I’m Sorry” in the Economics of Apologies
Presidential Lessons on Leadership in Crisis Management
Any Size Crisis Can Damage a Reputation Irreparably
Earning Crisis Leadership with Clarity, Resolve and Empathy
Straight Talk Is Critical to Overcome Community Outrage in a Crisis
Crisis Incidents Demand Communications and Actions with a Purpose
Employees Are a Key Audience in Crisis Communications
Zelensky Offers the World a Masterclass in Crisis Response
Crisis Response Demands Speed, Not Holding Statements
Crisis Preparation
Media Training: Screen Tests for Spokespersons
Training for a Marathon Issue
Customize Your Crisis Plan with Risk Scenarios
Crisis Plan Drill
Content, Engagement Key Tools in Crisis
Crisis Plans and Critical Details
Why Media Training Matters
Managing an Issue Requires Mastering It First
Fake Video: Newest Reputation Challenge
Al Roker Animates Levels of Hurricane Devastation
Time to Dust Off and Update Your Crisis Plan
Let Your Ghost Website Prep for a Scary Crisis
Combatting the Crisis of Competition
The Time You Save Is Your Best Friend in a Crisis
The Secret Treasure Buried in an Issues Audit
Fake Videos Are a Reality, Not Just a Threat
The Advantage of ‘Expansive Thinking’ in Advance of a Crisis
Measuring a Reputation by Listening, Adapting and Saying Thank You
Emory COVID-19 Preparation Is a Crisis Plan Case Study
Crisis Messengers Matter as Much (or More) than the Message
Responding Rapidly to a Slow-Motion Crisis
Skeletons in the Closet Pose a Contemporary Risk to Reputations
The Importance of Telling Your Brand Story Before Someone Else Does
Prepare for the Worst as Global Events Heighten Cyberattack Threat
Reputation Management
Affirmations First, Then Explanations
Build Trust, Don’t Dig a Deeper Hole
A Simple Reputation Management Plan
When to Blow Your Own Whistle
The Best Crisis is the One You Avoid
Engaging Your Critics, Even When it Hurts
Lance Armstrong and Un-Lying
Anticipate a Crisis = Best Response
Back to Facts as Facts
Ethics and Crisis
Cautionary Tales
Pluses and Minuses of a Robust Crisis Defense
When an Apology Isn’t Enough
Crisis Tips for Kitzhaber
Televangelist Proves Proverbial Value of Crisis Preparation
Gold Medalist Shaun White Misses Mountainous Opportunity
Kavanaugh Defense Serves as Crisis Communication Case Study
Own Your Errors and Hit Homeruns with Your Mature Example
An Example of Crisis Response Based on Corporate Values
Study Crisis Responses to Avoid Repeating History of Missteps
New Mayor Displays Skill and Tone of a Veteran Crisis Spokesperson

OTHER ARTICLES IN Crisis Response

Image for Crisis Response Demands Speed, Not Holding Statements

Crisis Response Demands Speed, Not Holding Statements

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Image for Zelensky Offers the World a Masterclass in Crisis Response

Zelensky Offers the World a Masterclass in Crisis Response

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Image for Employees Are a Key Audience in Crisis Communications

Employees Are a Key Audience in Crisis Communications

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