ABSTRACT
This chapter identifies the various ways of digital naturals that are utilized for transforming crisis communication. There are two elements of crisis communication evaluation: (1) performance and (2) effectiveness. It is not enough to assess the common crisis communication goals only in traditional news media. The chapter considers the potential problem of the organisation-centric view of crisis communication. The emphasis on organisational reputation as the primary outcome variable reveals the strong organisation-centric focus of crisis communication theory and research. The digital naturals have shifted crisis communication thinking and practice. There is a growing need to consider stakeholders during a crisis throughout the entire crisis process, from scanning to reactions to crisis messages. The chapter outlines the various ways of the increased presence of digital media that is changing crisis communication and crisis managers who must respond to the complexity added by digital media by incorporating digital media into all relevant facets of crisis communication.
