From Mark Renfree, writing in PR News:
Social media is as likely a place as any for a PR crisis to start. In fact, the speed at which things can blow up on social channels make them especially fertile ground for crises. A solid crisis preparation plan will account for more than social media, of course. Yet failing to make advance preparations to stop an inappropriate or seemingly tone-deaf post could be costly.
Everyone, no matter the organization or its size, needs a mechanism to silence its social media publishing during a crisis. Or as Temeka Easter Rice, Sallie Mae’s director of brand engagement, calls it, a “kill switch that will prevent any brand or marketing messages from being published on your social media sites.”
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