OMM615 Week 5 Assignment

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Feb 20, 2024

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Crisis Communications Social Media Daniel Lempa The University of Arizona Global Campus OMM615: Strategies: Marketing/Advertising/Public Relations Dr. Darlene Pomponio November 13, 2023 1

Crisis Communications Introduction Competition in the consumer market is fierce and communications teams are now using every tool at their disposal to communicate with consumers. Not all communications are created equal, and it is important that marketing and communications professionals are prepared to respond to a variety of situations including times of crisis. Being prepared to communicate with consumers during a crisis can help protect brand equity, reputation, and control the narrative by delivering clear consistent messaging intended to keep consumers informed. With the broad reach of social media today, it is clear why it has gained in popularity as a resource for crisis communicators. While social media has gained in popularity as a tool for companies and crisis management team, it is not immune to the negative impact that social media can have during a crisis. It is critical that crisis communicators are proactive, utilize social media to share messages consistently, and craft messages that relates across the generations. The benefits of social media are the number of platforms available; ease of navigation and its audience spans across the generations. Crisis Communications Originating with emergency preparedness, crisis communication has been around in the form of alerts from weather related incidents through pandemics like Covid-19. Messages in these cases are crafted to ease public concern, show confidence in the resolution process, provide clear instructions to the public and share response plans (Ready.gov). In the corporate sector, the strategy behind crisis communications is very similar and is designed to reduce consumer 2

Crisis Communications concerns, protect brand reputation, and deliver consistent messages to the consumer so they know how to responds or what to expect. Social Media With the worldwide reach of electronic marketing through social media, combined with the number of platforms available to consumers, odds are the public will receive first notice of a crisis over the computer or smart phone well before it reached the public over mass media like TV or Radio. For large corporations, it is vital to have a team responsible for monitoring and responding to incidents on social media. This team should be trained and prepared to deliver crisis communications to the public. To be effective, these messages need to be sent quickly, but contain clear, concise messages that put the target audience first. Most experts suggest a first response window of 15 minutes to release an initial statement but also warn that this is not the time for corporate statements and press releases (Dearnell, 2019). In 2018, the marketing and communications team of Proctor and Gamble, Inc discovered the importance of crisis communications in their response to the YouTube Tide Pod Challenge. This incident resulted in more than 200 adolescents ingesting a Tide Pod resulting in several hospitalizations (Sprout, 2023). Tide responded with a social media campaign targeted at the adolescent audience citing the dangers of the trend, and using influencers and a prominent athlete, 3

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