Five Ways to Use Social Media PR During Disasters

social media disaster warning sign with a red exclamation

Though it is sad to say that this nation has been visited by more than its fair share of tragedy in the last year, both natural and man made, it is an amazing to see how, even in the toughest of times, a nation can come together to help heal from those wounds. We are not strangers to this. In the aftermath of 9/11 and Hurricane Katrina, Americans mobilized to volunteer their time, their money, and the sweat of their brow to help out however they could. But with the growth of social media as a tool for volunteers to reach out and organize, those who wish to help now have an even more powerful ally as they try to fix whatever has broken among us. Ronn Torossian, CEO of 5W Public Relations firm, highlights five ways that social media is being used by disaster relief volunteers.

Using Social Media During a PR Crisis

Use Social Media for Recruiting

In times of tragedy and strife, many people want to help but don’t always know where to go or what to do. With social media outlets like Facebook and Twitter, it is easier than ever to tell people where to go to sign up to help. Just because the Red Cross shelter is in downtown doesn’t mean that emergency service’s central is there. Here are five ways to use social media PR during disasters.

Use Social Media for Organizing

Rapid response is made much easier in an emergency, thanks to social media being able to tell large groups of people at a moment’s notice where they and their services are most needed. Need extra hands clearing rubble on Third Ave., but most of the volunteers are on Fifth and Seventh? One tweet can bring in the support troops to lend a hand.

Use Social Media for Donating

It has never been easier to donate money and supplies to those in need after a tragedy. With social networking sites directing fundraising information, it is easy to share links to the Red Cross or local efforts on Facebook or Google+, ensuring money and supplies get where they need to go quickly.

Use Social Media for Finding Loved Ones

One of the hardest things to do during a crisis is get in contact with those lost in the fray. With social networking and resources like mobile charging stations for phones and other devices, it becomes easier to find family and friends after a disaster and make sure they are okay, or if not, find out where they are and what sort of help they may need.

Use Social Media for Getting News

As we saw with tragedies such as the Boston Marathon bombing, the news outlets are not always on top of the story. Often fighting a war between reporting what can’t be confirmed, and trying to be the first to report for ratings, sometimes the news itself is lost in the public relations shuffle. Often, information breaks on social media well before the news has a chance to report it. At this point, social media PR tactics are necessary for volunteers in a disaster, and it benefits all parties involved.

Written by

Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards.

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