Vietnamese Stakeholders' Views on Social Media in Crisis Communication

What is it about?

This study explores how Vietnamese stakeholders perceive the use of social media by organizations during crises. Despite the rise of social media, many Vietnamese companies still prefer traditional media like press releases and conferences when handling crises. Through a survey of 370 individuals, the research investigates stakeholders' expectations for crisis response, their trust in information shared on different media, and their reactions to organizations' crisis communication efforts on social media versus traditional media.

Featured Image

Photo by Josh Rose on Unsplash

Photo by Josh Rose on Unsplash

Why is it important?

This research is timely and unique as it addresses the gap between stakeholders' growing use of social media and organizations' reluctance to fully embrace these platforms during crises. Understanding stakeholders' preferences and perceptions can help organizations improve their crisis communication strategies, ensuring they meet the public's expectations for timely and transparent responses. The findings emphasize the importance of credibility and consistency in crisis messaging, providing valuable insights for PR professionals on balancing the use of traditional and social media to maintain trust and effectively manage crises.