Microsites are an increasingly discussed tool as a means of communication during a crisis. Microsites are an important tool, but they are often overused. So, here’s a look at when and how you might deploy a microsite to assist in your communications response to an incident – and when you might decide to stick with your existing presence.
In crisis communications, microsites are single issue websites that are established, usually for a short period of time, to address a particular incident or issue.
They usually sit separately to any existing website that your company or brand might maintain otherwise – often under a different domain name completely.
Microsites provide numerous advantages during a media crisis:
However, like all tools, microsites also have numerous drawbacks that you should consider in a crisis:
Microsites can be great tools for communicating in a crisis, particularly when there are multiple parties wanting to communicate, an incident is already attracting high volumes of attention or if your current online presence is not up to the task. However, they’re not advisable to deploy in every instance particularly in minor incidents or where company information and operational contexts are central to your messaging strategy.
Navigate Response can help you launch your own microsite during an incident. We’ll also be holding a webinar on 1 June to discuss using a microsite in more detail, and you can sign up for the event here.