Crisis Communications Management on the Web: How Internet‐Based Technologies are Changing the Way Public Relations Professionals Handle Business Crises

This article analyses how Internet‐based technologies can help companies to: monitor their business environment online in search of potentially conflictive issues that need to be managed (issues management); to prepare a crisis communications plan that considers the Internet side of today's business landscape (crisis communications planning); to respond adequately to crises should they arise by using all available online tools (crisis response); and to establish appropriate Internet‐based actions once the crisis dies down (post‐crisis). The article also questions whether the traditional one‐way corporate approach and tone is still suitable in the new, more participative, online business environment, or whether companies should use a different tone, language, and attitude when engaging with their audiences on the Internet in a crisis situation.