“A scandal breaking on a Tuesday is very different than one breaking on a Friday, because on Tuesday you’re going to have the rest of the week for stories to drop and snowball. You need to stick with the stance you’re taking, and it might mean you’re going to lose a subset of your audience. Dylan Mulvaney/InstagramThe most prominent case study experts pointed to was the Bud Light public relations fiasco in April, when America’s erstwhile No. “Oftentimes, now, the bigger risk is the social media spread.”“Prior to social media, people felt less empowered to share their opinions,” said Jennings. Often for crisis communication, you’re not trying to counter the reality, you’re trying to counter the perception.”However, as much as social media stokes the flames of PR crisis, the platforms can be effective mitigation tools.

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