More than two out of three professionals in comms, marketing and social media admitted there is a gap in their businesses’ social media planning for responding to crisis situations.
The report, undertaken by Good Relations and Watermelon Research, surveyed 100 businesses, from SMEs to major multinationals.
Despite the proliferation of social media within PR, 41 per cent of respondents said social media were not incorporated within their existing crisis response plans. One in three admitted they were unsure of how they could use these channels to respond to a crisis.
Good Relations’ head of issues and crisis Malcolm Munro said: ‘The golden rules of issues management still apply. You need to contain and control the developing situation by having the right procedures and protocols in place.
‘But what has changed is that, in almost every case, social media have become the front line of any crisis and firms need to recognise that and do something about it.’