Social media is instant, which means that the speed of a crisis is also instant. In this article, Saads Abrahams from media update unpacks the real-time nature of social media crises and how PR pros can protect — and even strengthen — brand reputation under pressure.
Over recent years, it is easy to see how social media has changed the speed and nature of crisis communication. A single negative tweet or viral video can spark a full-blown crisis within minutes — and this means that brands not only need to respond thoughtfully, but instantly.
Back in the day, a news cycle was 24 hours. Now, thanks to the rapid development of social media, a news cycle is closer to 24 seconds.
The Anatomy of a Real-Time Crisis
Most of us have been lucky enough to witness a crisis in real time on social media. For example, one of the more recent and local crises happened in 2024, when a former waitress made a TikTok sharing the ridiculous working conditions at a restaurant in Pretoria.
This video went viral, which led to other waitresses sharing their experiences and eventually led to a full-on police investigation that caused the restaurant to shut down.
What we have noticed is that most crises follow a pattern:
- trigger event
- online escalation
- public backlash
- brand statement or silence, and
- media coverage.
So, what is the role of a PR professional in the eye of the storm? PRs need to have a strong crisis management strategy in place, way before a crisis hits. This will ensure that everyone knows the exact protocol to follow when a crisis inevitably hits.
Your PR crisis strategy should consist of:
- clearly defined roles and duties for the team
- templates for pre-approved messages
- procedures for making decisions
- protocols for notifying stakeholders
- guidelines for communication channels, and
- metrics for tracking and assessing.
Your real-time response strategy should consist of:
- Monitoring Early and Often: Use social media monitoring tools to detect issues before they blow up.
- Acknowledging Quickly: Even a holding statement helps. Silence can equal guilt in the public's eyes.
- Being Transparent and Human: Speak plainly. Avoid corporate jargon or defensiveness.
- Taking Action and Showing Accountability: Don't just apologise; fix the issue or explain the steps that will be taken.
- Debriefing and Learning: After the storm, analyse what worked and what didn't for future readiness.
Crisis public relations is now about when, not if, in the fast-paced era of social media. Successful brands aren't those that never make a mistake; rather, they're those that act promptly, truthfully and compassionately.
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*Image courtesy of Canva