How  you communicate with the media during a crisis situation has changed dramatically in the past few years.

Less than eight years ago, you essentially only needed to concern yourself with how to control and respond to the three types of media: television, radio and print, during a crisis situation. Depending upon the type of crisis and its

severity, working to control the messaging for these media posed challenges at times. The positive in these situations was that the reporters followed an industry set of standards for journalistic integrity. Well, at least most of them did.  

In today's world of social media, you can throw some of the past PR rules and standards for addressing a crisis right out the window. Yes, we still have the three traditional media that continue to abide to journalistic standards. However, now you also have to be prepared to deal with personal blogs, Facebook, Twitter, Instagram and a whole variety of other online apps that allow anyone the opportunity to say whatever they want, whenever they want. And often it's said with few or no facts to back up their allegations.  

Knowing what social media apps to stay informed about, who is using them and why, and understanding how to address issues when they arise on social media are essential. This doesn't just apply to the individual that frequently posts things online. It also applies to traditional media that are relying more and more on social media as tools to stay relevant as a news source.

There are similarities in dealing with traditional media and social media. It's about being proactive and controlling your message.  

The main difference between traditional media of the past and today's social media is that, unless your crisis was significant enough to gain national or international media attention, most traditional media had limits on the number of listeners or readers they could reach based on the size of the demographic market area (DMA). In addition, it often took 30 minutes to several hours for the news to be broadcast or put into print.  

Social media has no such borders. It's global and can reach anyone just about anywhere, at any time, instantaneously. Compound that with the fact that they can directly target your customers and suppliers and those using it are not bound by journalistic standards and it's a recipe for disaster.  

In many ways, it's like the wild wild west where anything goes and, often times, does. And, it's not only limited to an unhappy customer who's voiced a concern. It can be activists that decide to target your business, a disgruntled employee or, in some cases, business competitors that turn to social media to damage your reputation.  

Having a strong understanding of social media and how to manage and control your messaging is another key element to business success or, in the case of a crisis, business survival. The key, as always, is to be prepared.