The Internet...Beneficial or Detrimental?

Chapter 12 in our text book discusses future trends in crisis management practices. Possible trends were given for both the internal and external landscape for each of the four steps of crisis management provided by the book.
One trend that has a an increasing prominence in the future is the use of the Internet. Internally, "the organization's website will become the chief communications tool during the crisis" (Crnadell 240). Externally, the Internet will become increasingly "more powerful in its ability to influence the outcome of a crisis" (Crandell 240).


So, how can this effect Joe Gibbs Racing? Firstly, the use of the Internet can be broken down similarly to the book's explanation, with both an internal and an external use. Starting with internal, the Internet could be quite beneficial to JGR should a crisis occur.
As described by the book above as the "chief communications tool during a crisis" the website must function as the messenger in many instances. Although important publics will still be contacted directly, the website could provide information to publics who are curious or slightly affected by the crisis.
For example, you can currently get information about all of the teams, sponsors, drivers, personnel, crews, top news stories, drivers' blogs, and so much more off of the website, which is www.joegibbsracing.com. However, during a crisis they can post constant updates about what is happening, and what the team is doing to remedy the situation. In a crisis situation, it would be more likely that a person or team would be assigned only to the task of maintaining the website.





Now let's look on the opposite end of the spectrum, which is the external landscape. Here, there is much less, if any, organizational control of what is being said. For example, if a blogger is upset with something JGR does, they can post almost whatever they like. Unless it is clearly libelous, it is out of the scope of anyone's authority. By constantly surveying the Internet and reading what has been posted about the organization, JGR can be proactive and ready to counter any possible problems in the future.

Overall, the Internet is beneficial and detrimental, depending on the situation. It can help to mitigate crisis but can also help to spark them if the organization is not paying enough attention or taking the Internet seriously.