Why social media is crucial in crisis and emergency communication

When we think about public relations during a crisis or emergency situation, we typically think of a quick and effective way to deliver crucial information to the masses, potentially in danger, or in response to a certain situation. During these tense circumstances, it’s important to remain calm, gather the facts, and respond effectively. But how can communication professionals get the word out to the masses, quickly? That’s where social media comes in.

Good PR and communication during emergency situations can be life-saving for those directly and indirectly affected in major emergencies like severe weather conditions, wildfires, and other emergency situations. Government and state agencies across the nation have been using the power of social media, modern internet presence and technology to notify and deliver information to the general public and news media.

An example of this can be seen with CalFire, as they post information, updates, etc. regarding wildfires and major incidents to their Twitter/X account and website on a regular basis to keep the communities they serve informed.

This is a good tactic – One person might see it online, share it with a neighbor, friends or family, and before you know it, thousands of people have seen the notification from officials.

Social media is essentially a way to deliver ‘real-time’ updates about crisis and emergency situations, keeping everyone safe and informed, one post at a time.