In order to examine the impact of social media on the crisis communications process for the professional communications professional, I will first review the traditional approach described in our course manual, “Corporate Communication, a guide to theory and practice” by Joep Cornelissen. (Cornelissen, 2008). I will then recount some of the unique issues facing today's communications professionals who must engage with the social media landscape when confronting a contemporary crisis. Crisis Management According to CornelissenCornelissen writes: “Issues and crisis management involves the identification and analysis of problems and crises and the development of an appropriate communication strategy. response so that damage to the organization's reputation and relationships with its stakeholders is minimized” (Cornelissen, 2008, p. 214). He goes on to define the unique nature of a problem versus a crisis that must be addressed. A problem can often be a precursor to a crisis. An issue may be of public interest before attention is focused on a particular company. It could be argued that general concerns about the steady and pervasive increase in more complex electronics in automobiles have worried consumers for many years and that this has been heightened with the current focus on the problems of "sudden acceleration". » from Toyota. It is very likely that it is the “unresolved” nature of an “issue ripe for decision” (Cornelissen, 2008, p. 215) that provides a clear indicator of whether an issue has developed into a crisis or No. an issue that has moved from the realm of debate to one that requires immediate action by the organization. Problems progress through a series of levels: latent, active, intense until crisis. This shift is...... middle of paper ......transparency: How leaders can leverage social media to maximize value and build their brand (1st ed.). San Francisco, CA: Jossey-Bass. Metz, R. (nd). Review site Yelp under fire in corporate lawsuits - Taiwan News Online. Taiwan News. Retrieved March 24, 2010 from http://www.etaiwannews.com/etn/news_content.php?id=1209558&lang=eng_news&cate_img=317.jpg&cate_rss=news_FeaturesRuggless, R. (2009). Domino's damage control following the YouTube crisis shows exemplary crisis management in new media. Nation's Restaurant News, 43(16), 27. Shipley, D. (August 14, 2008). Social media is transforming business communications; Power Networking websites are changing the relationship between consumers and businesses. Telegraph-Journal, B.1.Ward, S. (nd). Definition of social media. About.com. Retrieved March 23, 2010 from http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htm