REAL-TIME CRISIS RESPONSE: EXAMINING THE USE OF SOCIAL MEDIA TOOLS IN PUBLIC RELATIONS

Social media has knowingly changed how public relations (PR) functions particularly in the domain of crisis management. Organizations now prefer working where public views can shift dramatically and crises can amplify in moments. Real-time social media monitoring tools have emerged as essential instruments for detecting, analysing, and responding to crises effectively. Also, combining RCA in real-time crisis situations is important for organizations that help to highlight the issues This paper explores the role of these tools in PR crisis management by examining their functionality, benefits, and challenges. Using theoretical analysis, we investigate how real-time monitoring tools enable organizations to identify early warning signs of crises, gauge public sentiment, and implement timely, data-driven responses. Furthermore, the study delves into the limitations of these tools, including issues of accuracy, resource dependency, and ethical concerns, while also discussing their potential to shape the future of PR strategies. By bridging theory and practice, this research highlights the evolving dynamics of crisis management in the digital age and offers insights for PR professionals seeking to navigate the complexities of a hyper-connected world.