Diffusion of traditional and new media tactics in crisis communication

The Internet is emerging as an important tool for organizations to communicate with journalists and publics. This article reports the results of a five point-in-time study of organizational use of the Internet in crisis communication. Through the lens of Rogers' [Rogers, E. (1962/1995). Diffusion of innovations. New York: Free Press] diffusion of innovations research, the data suggest that about half of the organizations experiencing a national crisis are integrating the Internet into their response. To illustrate this diffusion, the article provides exemplars of innovative Internet response during crisis.