In our social media driven world, practice makes (almost) perfect

Recently, I was asked to participate in a crisis drill for a client. During these drills, companies practice for an emergency by pretending to deal with a real one, and incorporating lessons learned into their crisis plans. It’s an excellent way to keep skills sharp and ensure that everyone knows what to do in the event of a real emergency.

Crisis training and drills are nothing new- companies have been doing them for years. On the public relations side, practitioners have worked to master their communication skills to be ready for a bona fide crisis: sample press releases are drafted, media contact lists developed, and interviews rehearsed. What struck me during this most recent drill was the introduction of social media, meaning a simulated (read: not real) social media blitz resulting from the drill’s scenario. Just like social media has disrupted the news business by empowering citizens to report and discuss their own news, the injection of social media into the crisis drill was also extremely disruptive. I loved it.

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