The Evolving Role of Leadership in Digital Crisis Communication Social media has completely changed the way crises unfold. News spreads before facts can be verified, and once a story gains momentum it can take on a life of its own. A single post can shape public opinion before a leader has even had the chance to gather the facts. In this environment, the traditional approach of pausing to prepare is not enough on its own. Crises now play out publicly and instantly, and the pr