ABSTRACT
This chapter addresses the ways in which social media influence the practice of crisis communication, as a strategic communication area. It discusses the Social-Mediated Crisis Communication (SMCC) model, which serves as a framework for crisis and issues management in a rapidly evolving media landscape. The SMCC model is the first theoretical model developed to address this need for empirical model development and testing specific to understanding crisis communication in the landscape of social media. Social media play a role in both the amplification and attenuation of crises, as the choice of channel can strongly impact publics' perceptions of organizational reputation in certain circumstances. The research on social media and crisis communication is young but vibrant, with exciting, unanswered questions for scholars to explore and examine. The model also highlights three main forms of crisis communication, including social media, traditional media, and offline word-of-mouth communication. Organizational best practices included tested organizational values and strong crisis leadership.
