Social Media as a Practical Approach in Engaging Key Stakeholders in School Crisis Communication Plans: A Qualitative Analysis

Abstract

The current study examined how public relations specialists within school systems are developing, implementing, and revising their communication crisis plans in an effort to fully engage all key stakeholders. Four research questions and two hypotheses were posed. Members from a state public relations association for schools were asked to participate in in-depth interviews regarding crisis management plans and modification due to social media. Results indicated while social media is being used, it has not replaced traditional tools. However, social media has added a new dynamic in engaging target audiences, as key stakeholders want information more quickly, especially in a crisis.