The crisis in crisis management

Like everyone else, I’ve been beguiled by the unfolding hacking drama at News International.

It’s been well discussed that it took the confluence of tenacious, brilliant reporting from the Guardian with the amplifying power of social media to really land the killer blows.

One thing that’s really struck me, though, is the impact of social media on crisis management PR.

NI took the understandable step (eventually) of publishing an apology last weekend in all the nationals, followed by “and now let’s put it right” the day after. These are classic steps in the crisis management playbook.

However, are they relevant any more? Within moments of the apology being published, it’d been dissected, remixed, lampooned and re-broadcast by the Twittersphere – undermining its power markedly.

Traditional crisis management has relied on a scarcity of the ability to broadcast. I.e. get your message on tv/in the papers and that’ll drown out dissenters.

Not any more.