Media targets: When a spark in social media develops into a mainstream media firestorm

This chapter aims to: • investigate how public relations professionals can best manage social media crises of high interest to mainstream media • explore the growing importance of social media as a source of news for mainstream media organisations and the consequences for public relations professionals when social media generates ‘bad news’ stories for their organisations • examine journalists’ news values and news routines and the importance of understanding how they can deepen or dissolve a social media crisis • outline strategies to deal with a social media crisis and engage effectively with mainstream media.