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Chap 5 Crisis Communication & Medium (c) *What is Social Media? (A…
Chap 5 Crisis Communication & Medium
a) Why?
Knowing which channel to use during crisis is important as how you communicate your organisation's viewpoint.
Understanding and discovering how the media operates is important to ensure the continuity of your business when it has been exposed to unexpected interruption.
2 types of media:
1) Traditional media
2) Mainstream media (technical / digital media)
b) *4 Roles of Media:
2) Influencing the way an issue is portrayed.
The number of story published on a particular issue, length of story, placement of story.
3) Independently bringing an issue to the public's attention or restricting its coverage.
1) Reporting existing information
Reporting existing issue media get from the organization.
4) Proposing solutions to a risk - Related decision, including taking a stand on an issue.
c) *What is Social Media?
A broad term that covers a variety of different online communication tools.
(Coombs 2012) : Social Media = A collection of online technologies that allow users to share insights, opinions, experiences with one another.
Responsible for the growing link between crisis communication / management and the online world.
An evolutionary stimulus, because users, not organisations, traditional news media are able to control the creation, distribution of the information.
Users are able to bypass traditional information gatekeepers.
It is important to refine our understanding of social media before exploring its effect on crisis communication/management.
d) 5 Characteristics of Social Media:
1) Participation（可参与的）
Consumer can give feedback, company then follow up and response to consumer.
Company can know what's consumer opinion, feedback then take action.
2) Openness（开放的）
Company update latest info on website.
Consumer can get latest info by visiting their website.
3) Conversation（可沟通的）
Bring closer relationship between company and consumers.
Facilitates two- way communication/ interaction.
4) Communities（有团体组织）
Groups with similar interest can be formed quickly.
5) Connectedness (可连通的）
There is heavy utilization（使用） of links to others content.