Managing a crisis in the era of social communication: How Greater Manchester Police is developing community engagement and communication

Dealing with a crisis is something that all organisations will face at some point, and for many years the way communication is managed at this time has been static. There are some essential elements of crisis communication that have remained unchanged, including planning for emergency situations. Recent events, however, including the social disorder in 2011, have required a new approach to communication focused on direct contact. This has required companies to ensure they understand and can maximise the benefits of social networks. Social networks are important but must be part of an integrated communication strategy that ensures that all sections are receiving a coherent and consistent message whether they are staff, the public or stakeholders. Wherever the crisis occurs, the new social world requires a more open and engaging approach that involves all people and not just anyone who may have been affected. Above all, it is critical for communication professionals to do work in the quieter times and not to wait until the crisis emerges to try and understand an organisation's aims, or learn about communication channels that are available.