Organizational resilience in the digital era: leveraging social media platforms for Crisis Communication

Abstract

This paper explores the critical role of crisis communication in contemporary organizations, emphasizing the growing importance of digital media in shaping communication strategies. As technological advancements and societal shifts redefine how institutions interact with stakeholders, entities face increasing pressure to safeguard their reputations and maintain public trust, particularly in times of crisis. Drawing on recent data predicting a rise in unforeseen crises, this study examines how crisis communication serves as a strategic framework for risk identification, prevention, and responsive action. Special attention is given to the integration of traditional and digital communication tools, as well as the principles of transparency, timeliness and consistency in managing reputational risks. The paper proposes a coding categorization model to support future empirical research, offering a structured approach for analyzing organizational responses in crisis scenarios. Ultimately, the findings highlight the necessity of adaptative, proactive, and multi-platform communication strategies that enable institutions to respond effectively in an increasing complex and fast-paced media environment.