Stealing thunder as a crisis communication strategy in the digital age

The proliferation of social media and information communication technologies (ICTs) has transformed the crisis communication landscape. We are increasingly seeing new crisis development patterns and stakeholder communication processes that overwhelm traditional crisis communication protocols. Crisis communication theories and best practices, however, remain largely reactive and may not provide practical implications for effective communication strategies in the digital age. Crisis communication must advance to proactive strategies with stakeholder-focused communication. This article provides research-based evidence with real-world examples to illustrate why stealing thunder must be considered a strategic crisis communication option in the digital age. Managers must understand how social media and ICTs influence the current crisis communication ecosystem and how stealing thunder can help them navigate crises.