CMN 306 Chapter 19: Lundgren Textbook-Chapter 19
15 Aug 2015
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Document Summary
General principles on participating in social media to communicate risk. Social media allows the 2 way communication that is necessary for successful risk communication. The audience is more in charge of risk communication in social media settings. Public health communication expert craig lefebvre recommends that practitioners engage this world through collaboration, sharing and interactivity. Social media can also be about empowering the unaffected to help reach the affected. Advantages: increased con dence in the organization, greater understanding of audience needs, faster response during emergencies, valuable alternative for crisis communications when phone lines have been damaged. Because of the relative newness of social media as a risk communication tool and because of the perceived lack of control over risk info in this newer tool, many organizations hesitate before sharing risk info. Inability to sustain the investment: research at the north atlantic treaty organization (nato) defence college laid out three phases for using social media:
