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In a PR crisis, use Facebook?

crisis-pic1With the Internet and social media being widely used as a speedy form of communications, a news story can literally break within seconds online.

This can be a great thing when it comes to positive PR for your business because you can post content and it appears instantaneously in front of a large audience of readers.

But the fact that information can appear within seconds can also be a nightmare if you do not have a crisis management plan in place for your company.

This is where a knowledgeable and competent PR professional, who specializes in Crisis Management PR, can really be of assistance and help you save the reputation of your company.


Mitigating a crisis takes correct and real communication. PRs are finding Facebook, the third most popular website in the U.S., to be a valuable site for mitigating damage.  Recent research found that posting public relations information on Facebook during a time of crisis can improve the overall image of the organization that is experiencing the crisis. The study also showed that Facebook posts written in a narrative style were more effective than posts written in a non-narrative format.

Despite the effectiveness of utilizing Facebook to connect with your public(s), true PRs know better than to use social media blindly – a PR pro should do his homework and have a strategy for a Crisis Management plan before it happens.

As not all companies can mitigate damage via narrative stories on Facebook, an experienced Crisis Management PR professional will know how to put a plan in place for your company and implement it quickly in the event that your image in under attack.

For example, a customer could be sitting and eating in a restaurant and have a bad experience. If they immediately vent on Twitter via their mobile device, the comments reach an entire audience with a click of a button. Recently, a disgruntled British Airways customer resorted to buying a promoted tweet to air his grievances with the company, soliciting a cheeky response from competitor Marty St. George, senior vice president of marketing and commercial at JetBlue Airways:


Advice Disclaimer. This information is not intended to be a substitute for professional public relations or legal advice. Do not disregard professional legal advice or delay seeking professional PR or legal advice because of something you have read here. Contact an attorney to obtain advice on any particular legal issue or problem. Use of this Web site or any of its e-mail links do not create an agency-client relationship between JoTo PR and the user.

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