True or False: The increased use of social media has created unique challenges for PR practitioners in crisis management.

The statement is indeed true because the rise of social media has significantly transformed the landscape of crisis management in public relations. Traditional methods of communication, which often relied on press releases and controlled channels, have been disrupted by the immediacy and accessibility of social media platforms.

During a crisis, news and information can spread rapidly through social media, which means that PR practitioners must be prepared for real-time responses to misinformation and public sentiment. The immediate feedback loop created by social media can amplify the impacts of a crisis, making it essential for PR teams to monitor conversations and engage with stakeholders promptly.

Furthermore, social media gives a voice to a wider array of stakeholders, including consumers and activists, which can complicate messaging strategies during a crisis. This democratization of information dissemination means that PR practitioners need to manage not only the narrative they wish to convey but also the various narratives that may arise from the public, requiring adept and agile communication strategies.

For these reasons, the statement is accurate as it reflects the current realities faced by PR practitioners navigating crises in an increasingly social media-centric environment.