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Crisis Media refers to the use of media platforms, tools, and strategies during times of crisis or emergency situations. It encompasses various forms of communication, such as social media, press releases, websites, mobile apps, and digital signage, among others. The primary goal of crisis media is to provide accurate, timely, and relevant information to the public, stakeholders, employees, and other affected parties during critical events. Crisis media involves careful planning, coordination, and execution of communication strategies that align with an organization's overall risk management and business continuity plans. It requires a deep understanding of the audience, their needs, concerns, and preferences for communication channels. Crisis media also entails effective use of data analytics to monitor and evaluate the impact of communication efforts, measure public sentiment, and adjust messaging as needed. The scope of crisis media extends beyond traditional public relations and marketing functions, incorporating elements of emergency management, risk assessment, and stakeholder engagement. It is a critical component of any organization's crisis management plan, helping to mitigate the impact of crises, restore normalcy, and protect reputation. Crisis media involves various tactics such as holding press conferences, creating dedicated websites or social media accounts, providing regular updates through text messages or emails, and engaging with the public through social listening and other interactive tools. In summary, crisis media is an essential category of communication that focuses on delivering accurate and timely information during emergency situations, leveraging various channels to reach diverse audiences, and aligning with broader risk management strategies.