An organizational crisis caused by nature can come up suddenly and without warning. That was the case when a tornado hit the world headquarters of the Spirit Aero system in Wichita, Kansas. The strong winds tore up the roof, damaged equipment, and knockout the company's IT Server that would be used in a crisis to update the media and the public on the situation. Aero system management immediately switched to a communication plan that relied heavily on social media to get messages and updates out quickly to workers, investors, financial markets, customers, and the public.

 

Question: Discuss and explain in detail how PR can use social media effectively in the event of a natural disaster. Provide relevant examples to support the answers.