The Role of Media Management in Transforming a Crisis Situation into an Opportunity

As an inseparable part of our social lives, crises are getting more and more common and diverse everyday. In the past few decades, mass media, also, have so increasingly grown in different communities that have become an indivisible part of human life. Furthermore, due to their multi-functionality, media have also dissolved into crises so far so that crisis situations cannot be imagined without the media presence. The manner in which media function in a crisis situation, depends on the way these modern communication tools are managed and dealt with. In other words, it is the media management that, through adopting a specific strategy, determines the media performance in a crisis situation. Discussing different types of media strategies, the present article explains the role of hyperactive media in transforming a crisis situation into a moment of opportunity, and puts forward certain strategies for the national medium’s policy makers and managers to develop a medium with the aforementioned characteristics.