Crisis doesn’t start in the media; it starts on social media

For decades, businesses treated communication crises as phenomena that emerge once an issue reaches traditional Mass Media. Today, however, the starting point of a crisis has shifted.

Before a matter gains publicity in newspapers or on television stations, it has often already developed and escalated on Social Media.

Speed shapes the risk

A negative comment on Facebook, a video on TikTok, or a thread on X can gather thousands of views within just a few hours. In a small market such as Cyprus...