The issue of blogging in crisis PR scenarios is quite a mature one. It's always cropping up in online conversations. But because crises so rarely come along (well, for most brands anyway) the reality is that crisis comms rarely incorporate well-rehearsed social media technologies. Unless, of course, the crisis is caused by blogging, which will then get all the PR bloggerati in a client's PR agency chomping at the bit.
Reacting to a crisis that has arisen on the blogosphere requires all the sound blogging tactics, with a few added extras. But the broader issue of reacting to real life crises using blog technologies is more complex. A good understanding of how this medium works is crucial, but you need to have done it all in a business context before also. My advice would be to know your technologies inside out first, look at he problem faced like you would any business problem, then think social and go for the long tail.
If you're in need of a catch-up, here's five resources to help you on blogging through a crisis:
- Behind The Spin: making a podcast out of a crisis
- Micropersuasion: blog crisis planning 101
- Better Communication Results: how to adapt issue and crisis management to the social web
- PR Opinions: crisis PR - all that glitters is not gold
- Crisis Management Blog: a promising new blog from a UK in-house PR blogger (if it does what it says on the tin)