My response was this.
In the era of Social Media, there is an increasing overlap between social and main stream media. Often, what starts out in social media, is picked-up by main stream media and reported. A prime example is the Mar 2011 incident involving the picture of a maid carrying the field-pack of a Singapore Armed Forces' Full-Time National Serviceman. In this example, the crisis began when a reader on STOMP (Straits Time Online Mobile Print) found the picture on Facebook and uploaded in onto the website. Within days, the picture went viral and was carried in all major main stream media. This is but one example.
Thus a crisis communication plan must be disseminated as broadly as possible.
(For more information on crisis communication training for your organisation, contact www.cwfongandassociates.com)