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Journal of Promotional Communications

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Published

2017-02-07

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Vol. 5 No. 1 (2017): Special Edition on Thought Leadership for PR

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Articles

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A Look into the Future of Crisis Messaging

Natalia Kaczmarek

Abstract

Have you ever thought your crisis communication tactics might be outdated and ineffective? Does your crisis communication plan account for the latest technological advancements and the change in your stakeholders’ news consumption habits? This article introduces you to the idea of having your next crisis statement live-streamed in order to increase not only your transparency, but also your chances to be in control of the narrative throughout the entire crisis communication process. Engaging your stakeholders in participatory dialogues via Periscope or Meerkat during emergencies can prove beneficial, especially because the majority of us are now more likely to watch a video online than read an article. Therefore, UK organisations should adapt their crisis communication to account for the changes in our news consumption and trends emerging on social media. The article reviews the social-mediated crisis communication (SMCC) model to help map out a strategy for live-streaming crisis messages. The emerging research concerned with the SMCC model suggests that information form is as important as the actual message, which changes the way PR professionals should approach their strategies. The model proposes reaching out to companies’ influential social media creators first as they have the ability to impact the remaining two groups: social media followers and social media inactives. Since Periscope and Meerkat have the potential to become game changers for emergency management, it is crucial for each organisation to weigh the benefits against the risks. Live-streaming crisis messages can help you come across as authentic, human, and transparent, but careful planning, and preliminary checks, must be carried out first. Having reviewed further implications for PR professionals, the article concludes with a checklist designed to assist your organisation in incorporating live-streaming in your next crisis communication plan.

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