Communicating the Unthinkable

The horror that’s unfolded at Virginia Tech is an inappropriate topic for most business blogs. But everyone is affected by this tragedy. And to those directly connected to it, please know you are in my thoughts and prayers.

Reading through the news and the posts sheds light on an all too familiar pattern that brings out the best and worst in people.

Discussions around social media’s role in the crisis read odd to me initially. But technology is helping people mourn and looking at ways it might help prevent something like this from happening again is reassuring.

As the whole story emerges, the conversations around this tragedy help us in many ways. It offers insight on how communications professionals can prepare other organizations for a crisis -- and it reminds us the necessity and importance of this preparation.

Preparing for something and living through it are quite different. With that in mind, Virginia Tech’s communications team should be commended for its handling of this crisis.

tags | Virginia Tech | media relations

Comments

[Neville Hobson]

>> Discussions around social media’s role in the crisis read odd to me initially.

I agree, Kevin. I debated with myself whether or not to post what I wrote about the role of social media in this tragedy. It seemed to belittle the sheer awfulness of what happened. Yet blogs, social networks, mobile phones, etc, were important tools that enabled students and university staff to keep in touch during an horrendous event.

Very apt title to your post.

[Kevin Dugan]

Neville - Thanks for the note. Initially was a key word in that sentence. It looks like social media is providing a very important outlet in this tragedy.

[Elisa Conteh]

I do agree with Kevin and Neville. I'm fascinated how social media has helped people around the country to express their feelings and thoughts about this tragedy. It was a beautiful thing to witness many of my Facebook friends change their profile picture to the Virginia Tech-"Today we are all Hokies" symbol.
I also agree that we can all learn from this crisis, how we can prevent such a tragedy in the future. Unfortunately, sometimes something bad has to happen, before we are reminded of what should have been done in the past.

[Gail Kent]

Thank you so much for this. I have read other PR blogs that have blamed the Va. Tech president and PR staff for the second murders after "two hour gap," and I think they are very unfair and disturbing. It's easy to throw stones when you're not involved and have the benefit of hind sight. Having worked as a PR director at three universities, I can tell you that communicating to all members of the community on short notice is no easier than addressing individuals in a small city. Who's to say that even if the administration had been able to shut down the campus that Mr. Cho wouldn't have found another outlet for his rage, perhaps inside his own dormitory? Since I'm based in Virginia, I know some of the PR staff at Virginia Tech through professional associations, and they are all top notch. It's time to cut them a break and show support.

[Kevin Dugan]

Gail - Thanks for the note. I know I'm not the only one that feels this way. And I think everyone at Virginia Tech needs our support right now.