Emel KUŞKU ÖZDEMİR

The widespread use of the internet on an individual level has created significant changes for institutions, where consumers now have a say in corporate communication strategies and practices. The rapid dissemination of content shared by users (consumers/corporate representatives) on social media platforms brings both advantages and disadvantages for institutions. The interactive nature of social media can sometimes pose threats to institutions. Today, the increased visibility of top-level executives on social media platforms and the statements they make from their personal accounts as corporate spokespersons can quickly damage reputations that have been carefully built over years, often resulting in crises. This study examines the crisis that emerged on April 20, 2024, when a consumer shared a post on X (Twitter) regarding Patiswiss products being moldy. The crisis communication process of Patiswiss is analyzed through case study methodology, examining X platform posts during the emergence, crisis moment, and aftermath of the crisis. The study presents a descriptive analysis of a case where those in charge of corporate spokespersonship failed to manage the risks of social media crisis communication properly. Recommendations are made for effective crisis communication management on social media. Findings indicate that miscommunication between the consumer and the corporate crisis spokesperson, as demonstrated by the Patiswiss example, can lead to severe reputation crises and threaten both tangible and intangible assets.
Keywords: Corporate Communication, Crisis Communication, Reputation Management, Crisis Spokespersonship, Social Media, Patiswiss.