New Book by Texas A&M-Corpus Christi Professor Explains Critical Role of Social Media within First 24 Hours of a Crisis

Published: September 10, 2013

New Book by Texas A&M-Corpus Christi Professor Explains Critical Role of Social Media within First 24 Hours of a Crisis

CORPUS CHRISTI, Texas – A Texas A&M University-Corpus Christi professor has recently published the only book on the market that provides the average person with step-by-step instructions to create a crisis plan for public figures, businesses, companies, or government organizations.

The new book titled, “Creating Organizational Crisis Plans,” was written for all audiences by Dr. Michelle Maresh-Fuehrer, an Assistant Professor of Communication at Texas A&M-Corpus Christi. The book demonstrates how today’s Internet culture of "instant gratification" has drastically decreased the amount of time the public considers acceptable when waiting for an organization's social media response. 

“If an organization doesn't communicate immediately, they can quickly lose control of the situation,” said Maresh-Fuehrer. “It’s good practice to take less than one hour to respond.” 

On September 2, British Airways customer Hasan Syed made his voice heard when he purchased a “promoted tweet” to complain about the airline losing his father’s luggage.  Maresh-Fuehrer says that this type of advertised complaint requires organizations to be proactively prepared for a social media crisis. The book covers how to establish a social media presence early on, before a crisis occurs, and using social media for crisis response.

Maresh-Fuehrer says that depending on the size and type of the organization, it is possible for any of these groups to spend anywhere from thousands to millions of dollars to hire someone to create their crisis plan.  By reading this book; however, they are given the tools that they need to create their own. This will save them money, which can be better used in their prevention efforts.

 “There are many books out there that cover fundamentals of crisis communication and strategies for crisis response, but do not cover what actually goes into a crisis plan and how to complete the steps,” said Maresh-Fuehrer. “This is probably the most comprehensive book on the subject in a user-friendly package.”

Maresh-Fuehrer explains that the book empowers the general public to consider organizations in which they are involved (workplace, church, school, nonprofits, etc.) to realize their preparedness for those organizations are when it comes to preventing a crisis from occurring. 

“The reader learns everything from how to conduct a vulnerability assessment to how to establish a crisis team and how to effectively respond to a crisis,” Maresh-Fuehrer said. “The audience will also learn how to measure the effectiveness of their crisis plan after a crisis has occurred.”

The book, published by Kendall Hunt Publishing, is available on and Barnes & Noble Booksellers.