Abstract:
Social media has become a valuable platform for crisis communication. Its ability to disseminate real-time information and reach broad audiences makes it a critical tool in timely and effective disaster response. This study explored the innovative crisis communication strategies of Metro Manila LGUs on social media during disasters. Guided by the Situational Crisis Communication Theory (SCCT) of Coombs (2007) and the Social-Mediated Crisis Communication (SMCC) model of Austin et al. (2012), the study used a qualitative multiple case study design. Data were collected through semi-structured interviews with Public Information Officers (PIOs) from three LGUs. By employing both within-case and cross-case thematic analyses, the study revealed that the innovative crisis communication strategies of LGUs in Metro Manila focus on deliberately selecting effective social media features and tools, tailoring communication for audience engagement through localized and accessible messaging, and evaluating effectiveness through metrics and citizen feedback. The findings underscore how LGUs adapt basic social media features into mechanisms that address the urgent information needs of their citizens while also highlighting the unique approaches of each of the LGUs in their innovative crisis communication strategies.
