Social Media and Crisis Communication: Theories and Best Practices

Communication experts have argued that crises are no longer a matter of “if” but “when” in corporate life. Corporations must be ready to respond to a crisis with the greatest proficiency, for it can easily damage an organization’s image, identity, and reputation. It is for this reason that the field of crisis communications has developed theories and strategies to guide organizations through periods of crisis. However, most of these theories are based on traditional models of communications that emphasize a one-way flow of information from a single communicator to a mass audience. Social media has destabilized established frameworks for crisis communication. This thesis explores how experts in crisis communication conceptualize the disruptive effects of social media on crisis communication. The study presents findings that will contribute to both scholarship and professional practice.