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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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9

Social Media and Digital Communications—or, Truth/Lies at the Speed of Light

The good news: YouTube is here!

The bad news: YouTube is here!

And both statements have huge implications for crisis communications.

If the previous chapter covered what have become known—rightly or wrongly—as “old media,” this chapter deals with the newest and most revolutionary crisis communications tool in modern times, and potentially the worst: social media and digital communications. And while it is the proverbial double-edged sword, the way that sword swings is, in large measure, completely in your hands. Pun intended.

Let’s first consider the awesome power of social media in the hands of “the people.” Tools—weapons in some hands and in certain situations, ...

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