Jornal de Comunicação de Massa e Jornalismo

Trends in Corporate Crisis Communication Management

Abstract

Peter Kibe Ngugi

The aim of this paper is to demonstrate how corporate communication has changed in the new digital era especially in crisis communication. The thrust of the thesis is that social media must be taken into account and its benefits harnessed maximumly in mitigating and lessening a crisis. It also examines real cases of how social media has been applied either positively or negatively to aid crisis resolution or excarbate it. It cites strengths and challenges of this mode of communication and warns companies on pitfalls associated with social media. The recommendation is that instead of shunning it we must embrace and learn how to co-exist and benefit from it.