A consistent finding in the crisis communication literature is that organizations should attempt to have a well-established relationship in place with stakeholders before a crisis occurs. Organizations need to engage in dialogue in advance of crisis situations. Together with Abbey Levenshus (Butler U), I have written a chapter that summarizes and discusses the literature that gives advice on how to use social media in this regard. It is argued that there is still a lot to learn from the more sophisticated theoretical conceptions of dialogue. Dialogue can be seen as a quality of communication and of relating with others, and/or an ideal to strive for. The main contribution of the chapter lies in the discussion of the limits of dialogue in an organizational context, and the practical suggestions for how the dialogue ideal can be approached.
Ihlen, Ø., & Levenshus, A. (2017). Digital dialogue: Crisis communication in social media. In L. Austin & Y. Jin (Eds.), Social media and crisis communication (pp. 389-400). London: Routledge.