These days it pays to remember that, to the general public, bloggers, Tweeters, and the like hold a growing degree of credibility. As this quote from an Economic Times article explains, it’s just as important to form relationships with these “I-Reporters” as it is traditional ones:
Companies faced with a crisis still need to communicate quickly, but they may also need to prepare the ground to win over the citizen journalists. Identify and engage influential members of the blogging community ahead of time, just as you would with the traditional media. Then, when crisis occurs, enlist them to help spread the word, not by providing them with a prepared text, but by offering them access to all relevant information.
Effective crisis management reaches out to the target audience in the places they frequent. With different demographics found in different places, it’s a good idea to have your foot in as many doors as possible.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/