The potential for paracrisis in corporate philanthropy and social media

This article examines the potential for paracrisis in corporate philanthropy, particularly amplified by social media. It explores how negative information about an organization, even before it becomes a full-blown crisis, can be magnified and extended through digital channels. The author discusses the importance of corporate communicators demonstrating "good sense, good will, and good moral character" to manage these emerging threats. The study highlights how stakeholder expectations and the socially constructed nature of communication contribute to a paracrisis escalating into a crisis.