In the era of social media, anybody can create and disseminate “news” contents. These “Citizen Journalists” can now rally stakeholder support as widely and as effectively as big budget news organisations. Couple this with the internet's ability to provide instantaneous news on a 24/7 basis, consolidated and indexed, social media has fundamentally altered the way individuals receive news and gather information. In this new information environment, information is now near instantaneous, ’perfect’ and communicated via multiple platforms.
In this new information environment, the nature of crisis communication has fundamentally changed. Traditional approaches are at best ineffective and, at worse, damaging. To effectively manage a crisis, businesses must understand the new information environment and use the appropriate approaches.
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