Social Media During Major News Events & Local Crises

Written By Alicia Vial

With constant breaking news happening on a national and local scale, businesses must be mindful of how they navigate social media during major news events and local crises. One poorly timed post or an insensitive message can quickly tarnish your brand, while a thoughtful strategy can establish trust and encourage engagement.

When a major news event or local crisis occurs, the first step to take as a business is to pause and assess the situation. Businesses should immediately review their scheduled posts to ensure nothing appears insensitive or out of touch. If the event or occurrence that’s happening is serious, it may be best to delay promotional content and shift to a more thoughtful approach. The key is to be aware of what’s going on and adjust accordingly.

Whether businesses decide to address a crisis or remain silent depends on the nature of the event and how directly it impacts the business or its audience. A good way to assess this is to ask yourself, does this topic relate to my company or business’s mission or values? If the crisis affects customers, employees or the local community, acknowledging it with empathy and support can sometimes be appropriate. However, if your business has no relevant connection to the event, it’s often best to refrain from posting about it and instead focus on staying informed. Consider posting resources that are available to help those who are being affected.

Avoid posting promotional content without considering the context—it can come off as tone-deaf. Also, businesses should not speculate or share unverified information, as this can contribute to misinformation. Finally, don’t engage in debates or defensive responses; instead, focus on being respectful, supportive and factual.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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