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Social Networking Engagement and Crisis Communication Considerations

Social Networking Engagement and Crisis Communication Considerations
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Author(s): Mitchell Marovitz (University of Maryland University College, USA)
Copyright: 2017
Pages: 26
Source title: Social Media Performance Evaluation and Success Measurements
Source Author(s)/Editor(s): Michael A. Brown Sr. (Florida International University, USA)
DOI: 10.4018/978-1-5225-1963-8.ch007

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Abstract

This chapter covers crisis communication, focusing on the crucial activities before, during, and after a crisis occurs. An environmental scan identifies risks an organization may encounter. Prioritizing these risks informs the creation of crisis communications plans for each risk. These plans include a strategy to guide all organizational communications efforts. Timeline, budget, products, digital resources, and formative measurement all must be considered. Practice is essential. These actions can prepare an organization and its people to manage high-pressure, high-speed activities in real time. Once the crisis is controlled, it is time to evaluate the plan and institute adjustments as required.

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