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Just wanted to chime in and say thanks for a great article. It always helps to create awareness regarding the tools available for handling a crisis.

You’re absolutely right that, used properly, one could build a communications plan around these tools. But I’d like to emphasize, for those reading this that haven’t been through dealing with communications during a disaster, just how important having the “plan” is.

At NFN we’ve run into a number of organizations with tools out the wazzoo but who didn’t have a plan or communications strategy to make effective use of the tools. I equate it to a team of guys showing up to build a new home with hammers and saws in-hand but no blueprints or steps for getting from point A to point B. They might eventually get that house built… but then again, they may not… and not for lack of trying nor for lack of tools.

And leaders should remember, too, that the same media relations rules apply but may be tougher to enforce with social media. They need to think about what policies prevent employees from using the same tools to leak information or start rumors… and incidents like yesterday’s “hack/mimic” of Huffington Post’s Twitter feed.

These tools can be a great asset if used as part of a larger crisis communications plan, but could be a nightmare if not managed well.

-Chad