Digital media has intensified the importance of fast, smart crisis communications strategies. Brands know they can’t control the public reaction to
snafus, nor can they ignore them or hope they’ll just fade away.
professionals routinely run drills to suss out
what will happen in a crisis. In this age of real-time social media, tools are emerging such as FireBell – a “social crisis simulator” from PR agency Weber Shandwick – to help make the reaction equally instantaneous.