Rethinking Crisis Communications in a Social-First World

Crisis no longer begin with a reporter’s call — they start with a post, a comment thread or a viral video. In today’s media environment, platforms like X, TikTok, Instagram, YouTube and Reddit are often where issues first emerge, gain traction and shape public perception well before traditional media coverage.

In this timely webinar, Katie Delahaye Paine explores how crisis communications have shifted toward a social-first reality. Drawing on real-world examples and emerging research, she will show how organizations can identify, assess and respond to risks in real time.

Participants will learn:

• How crisis originate and evolve across social media platforms
• Why traditional monitoring approaches are no longer sufficient
• How to identify and engage key voices and “active publics” early
• What recent research reveals about predicting crisis escalation
• Practical strategies for building a proactive, social-first crisis communications plan
  

Rather than treating social media as a secondary channel, this session reframes it as both an early warning system and a primary engagement space — helping communications professionals get ahead of emerging issues rather than reacting after the fact.

Moderated by Tony Pals, 2026 Association/Nonprofit Section programming chair.

Hosted by the Association/Nonprofit Section. Paid registration for non-Association/Nonprofit Section members includes the live webinar and video playback for one month.