To examine the impact of social media on the crisis communication process for the professional communications practitioner, I will first examine the traditional approach outlined in our course textbook, “ Corporate Communication, a guide to theory and practice” by Joep Cornelissen. (Cornelissen, 2008). I will then recount some of the unique issues facing communications professionals today who must engage in the social media landscape when faced with a contemporary crisis. Crisis Management According to Cornelissen Cornelissen writes: “Problem and crisis management involves the identification and analysis of problems and crises and the development of an appropriate communication response so that damage to the organization's reputation and relationships with its stakeholders is reduced to a minimum” (Cornelissen, 2008, p. 214). It goes on to define the unique nature of a problem versus a crisis that must be addressed. A problem can often be a precursor to a crisis. An issue may exist as a matter of public concern before attention turns to a particular company. It could be argued that general concerns about the steady and pervasive increase of more complex electronic components in automobiles have concerned consumers for many years and have taken center stage with the current focus on Toyota's "sudden acceleration" problems. Most likely it is the “unstable” nature of an “issue ready for a decision” (Cornelissen, 2008, p. 215) that provides a clear indicator of whether an issue has developed into a crisis or not. an issue that has moved from the realm of debate to one that requires immediate action by the organization. Problems move through a series of levels ranging from latent, active, intense to crisis. This evolution is about… the heart of the paper… transparency: How leaders can leverage social media to maximize value and build their brand (1st ed.). San Francisco CA: Jossey-Bass.Metz, R. (n.d.). Review site Yelp comes under fire in business lawsuits - Taiwan News Online. Taiwan News. Retrieved March 24, 2010, from http://www.etaiwannews.com/etn/news_content.php?id=1209558&lang=eng_news&cate_img=317.jpg&cate_rss=news_FeaturesRuggles, R. (2009). Domino's damage control following the YouTube fallout shows exemplary management of the new media crisis. Nation's Restaurant News, 43(16), 27.Shipley, D. (2008, August 14). Social media transforms corporate communication; Power Networking websites are changing the relationship between consumers and businesses. Telegraph-Journal, B.1.Ward, S. (n.d.). Definition of social media. About.com. Retrieved March 23, 2010, from http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htm