The world has become a globalized village. The advent of technology has made communication easy and information spread far and wide in moments. There are different types of Media such as print media, electronic media, social media, digital media and out-of-home media like billboards. The types of media are different channels through which information and entertainment disseminate to different segments of society.
Leveraging digital media in crisis communication is critical for better community engagement and effective policing to maintain law and order. Digital media comprises social media, websites, online publications, email newsletters, and mobile apps; it offers a diverse platform for spreading information immediately and interacting with the community in the crisis time of trial and tribulations.
So, post-crisis engagement is essential to obviate the possibility of confusion and spreading false rumours. Moreover, the public should know about the recovery efforts of police and administration to mitigate the crisis impact in society. In addition, the appreciation of community involvement in the elimination of crises should also be acknowledged at all forums
Crisis communication is the viable strategy to disseminate information about critical events to media and relevant stakeholders to reduce damage and misgivings, maintain public trust, and take appropriate actions and responses. Police have to grapple with different crisis situations such as violent riot, religio-political protests, rallies and the worst form of terrorism.
The best example is the recent incident of bigotry that occurred at Sargodha. The crowd was belligerent, but the timely response of higher hierarchy, taking into confidence of stakeholders such as peace committees and timely, unambiguous, accurate and transparent information to media helped in dissolving the crisis situation which may have exacerbated into violent riots across the province.
Moreover, the handling of the Jaranwala incident was exemplary. The issue was serious. Riots in the Jaranwala city erupted due to alleged desecration of Quranic verses. RPO Faisalabad Dr Muhammad Abid Khan handled the crisis situation in a very judicious manner. He rushed to the site without wasting any time and involved all the stakeholders to alleviate the tense security situation. He directed his Public Relations officer to monitor the electronic, print, social and digital media. Furthermore, he established rehabilitation centres to accommodate the vulnerable community. The rehabilitation camps were provided with health care facilities, food and accommodation. He utilized the digital media to avoid misinformation and disseminate timely and relevant information to media in order to prevent speculations and misgivings. The IGP Punjab performed the tremendous task of establishing the Meesaq Centers to serve the minorities at their doorstep. Meesaq Centers did a remarkable job by reconciling the different issues that might escalate into dangerous enmity. He leveraged social media to defuse crisis communication for better community engagement.
Digital media serves as a critical tool in crisis communication due to its immediacy, wide reach, and inter-connectivity. Unlike traditional media, digital platforms allow for real-time updates and direct interaction with the audience, which is vital during a crisis. Social media platforms like Twitter, Facebook, and Instagram enable organizations to disseminate timely information, correct misinformation, and engage with the community directly. Websites and mobile apps provide a centralized hub for detailed updates, resources, and emergency contact information. Email newsletters ensure that important updates reach stakeholders directly in their inboxes.
Crisis communication commences long before a crisis happens. The police should formulate a comprehensive crisis communication plan that comprises effective digital media strategy. The crisis communication plan should identify key digital platforms, designate spokespersons and outline ways and means for speedy dissemination of information. No one knows when a crisis situation emerges. So, it is necessary to engage the community through the use of social media, print and electronic media by giving them information about good work done by the police, mechanisms to combat crime and criminals and sharing information about the services being rendered to the public for their convenience and integrity. There are diverse ways to engage the community such as holding open courts, making awareness messages, effective wielding of social, print and electronic media to transmit information about the actions being taken for the protection of life and property of citizens.
This practice also precludes the misinformation and unwieldy speculations on the part of the media and public. In order to deal with a crisis in an appropriate manner, undoubtedly, three Ps, preparedness, promptness and post-incident transparency, play a very crucial role to avoid any sort of speculation, misgivings and embarrassment to the organization.
During a crisis, concise, timely and accurate dissemination of information is of paramount importance. Police must employ digital media to impart real-time updates. Social media platforms are significantly important for ready announcements and reliable updates. It is important to ensure that all information is reliable and accurate to avoid displaying misinformation, which can aggravate the crisis. In the crisis situation, The PRO serves as an “ethical compass”. His integrity should be above-board and beyond reproach.
Digital media is important because of its interactivity. It allows for two-way communication. Police should proactively interact with the community by responding to questions, addressing grievances, and providing justice. Social media management tools can facilitate effective monitoring and prompt response to comments and messages. This two-way communication engenders a sense of cohesive community and trust, reassuring the citizens that their issues and grievances are being heard and addressed accordingly.
Utilizing various forms of multimedia content can enhance the effectiveness of crisis communication. Furthermore, appropriate use of multimedia content increases the efficacy of crisis communication. Additionally, infographics, videos, and images can transmit intricate information more vividly than text alone. For example, visual guides on safety procedures or evacuation routes can be more easily understood and remembered. Moreover, Multimedia content has the capacity to reach a wider audience.
However, consistent and transparent communication is necessary in times of crisis. The hierarchy of police must ensure that all digital communication is coherent on diverse platforms to avoid confusion and dichotomy of thought. Clarity about the pervasive situation helps to dispel the misgivings and it also maintains the credibility of an institution. Regular updates satisfy the public that the situation is being monitored continuously and no aggravation is in sight
The notables, influencers and community leaders can play a very crucial role in diluting the volatile situation with their presence and word of trust on the police. Their narrative about the good effort of police can neutralize the propaganda of miscreants and disgruntled elements. Therefore, robust collaboration and communication with important luminaries of society who have a strong presence and influence on online digital media platforms can help spread information speedily, and also give credibility to the message put forward by police. Moreover, their message can also help in preventing misinformation and in the provision of actual facts to the public and followers of any religio-political organization.
Nonetheless, along with dissemination of correct information, perpetual monitoring of digital and electronic media channels is critical for vibrant crisis communication. It is really essential to track the public sentiments on social media to avert any mischief and to foresee the impending dangerous events. In this respect, proper feedback mechanisms through conducting surveys and polls can help in discerning the concerns of the community and necessary information required for the understanding of the situation. If the response to manage the crisis is effective and disaster has been diminished then it would be essential to make an elaborate assessment of the crisis situation.
Post-crisis communication is more crucial as the simmering and smouldering situation can again become conflagration. Police hierarchy through its PROs should continue to provide fresh updates about the emerging situation and rehabilitation efforts.
Again if we take the case study of the Jaranwala incident, RPO Faisalabad Dr. Muhammad Abid Khan kept updating the media and relevant stakeholders about the rehabilitation efforts for the forlorn Christian community. The apprehension of the main accused was shared with the press and media. The modus operandi of involved miscreants was also shared with the public through social media. The public was told about the real facts of the incident.
So, post-crisis engagement is essential to obviate the possibility of confusion and spreading false rumours. Moreover, the public should know about the recovery efforts of police and administration to mitigate the crisis impact in society. In addition, the appreciation of community involvement in the elimination of crises should also be acknowledged at all forums.
Leveraging digital media in crisis communication for better policing and gaining public trust is essential to end the crisis and placating the grievances in the crisis situation. The immediacy, promptness, access, and interactivity of digital platforms render those unparallel tools for spreading information, dove tailing with the community, and managing public perception during the time of crises. However, proactive planning, real-time information dissemination, managing two-way communication, using multimedia content, keeping consistency and transparency, managing influencers, overseeing feedback, and perpetual post-crisis communication, organizations can effectively manage crises and build stronger, more resilient communities. Leveraging the social media for effective crisis communication is really essential to deal with any crisis situation and to engage the public at larger level. This act will help in managing the grievances of public and enlighten the audience about the steps being taken for the redressal of crisis.
