The CIPR has launched new guidance on using digital platforms at times of crisis, citing a lack of clarity across the industry.

The Chartered Institute of Public Relations’ (CIPR) Crisis Communications Network has launched ‘Crisis Communication and Social Media’, the second in a series of guides targeting PR professionals. This comes as the body cites a lack of guidance across the industry.

The CIPR claims to be frequently consulted by practitioners on how to handle social during times of crisis. Felix Östman, guide editorial director and member of the CIPR Crisis Communications Network, said: “In today’s world, the fundamental principles of effective crisis communication can only be upheld by bridging the gap between traditional crisis management and the constantly evolving social media landscape. 

“While social media can amplify criticism and raise awareness of a crisis, it also offers exciting communication opportunities for those who are well-prepared with a solid plan.”

The guide is structured around a ‘five-stage’ crisis model, including case studies, tools for monitoring public sentiment, engagement strategies and communication techniques. Industry professionals who have contributed chapters include Paul Quigley, NewsWhip CEO, and Shayoni Lynn, CEO and founder at Lynn.