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Community Explorer
Imagine you’re representing the most powerful government on the planet, and you need to get critical information to the public during a crisis. It’s the essentials: how to apply for federal aid following a series of devastating natural disasters, updates on the recovery process, and similar guidance. Fortunately, you have more ways to communicate than ever before. You could issue a press release, hold a press conference, or send out representatives to conduct interviews. The president could address the nation directly, or you could coordinate with state and local authorities to spread information through their channels. Social media platforms are also at your disposal, allowing you to reach people instantly—or at least that’s the theory.
But even with all these tools, success isn’t guaranteed. Traditional media audiences are fragmented and deeply polarized. While plenty of people are glued to their screens, they may not be tuning into the right TV channels or consuming content that carries your message. Everyone seems engrossed in their phones, but your posts struggle to reach them. Facebook’s algorithms bury vital updates under piles of irrelevant content. Instagram posts lack the viral spread they once had, and on TikTok, your efforts are either ignored or viewed as out of place. Formerly reliable platforms like X (formerly Twitter) are now dominated by misinformation and noise, making it hard to cut through with accurate updates. It’s a strange paradox: despite being able to communicate with anyone, your messages often fall on deaf ears.
Still, you need to get that FEMA phone number out and provide clear information to the public. At this point, a weary social media manager suggests an unconventional option: “What if we post it on Reddit?”
Surprisingly, Reddit has become a viable communication platform for the government. In fact, the White House has recently posted updates in subreddits like r/NorthCarolina and r/Georgia, detailing federal responses to Hurricanes Helene and Milton. Not long ago, it seemed odd for governments or public figures to use Reddit—after all, the platform has a reputation for being chaotic, nerdy, and unpredictable. But in recent years, Reddit has evolved into a sort of safe harbor for online communities, where people gather to share information and discuss topics, all managed by community moderators. It’s no longer unusual for governments to post there; instead, they hope the platform can amplify their messages without getting lost in the noise. Subreddits like r/NorthCarolina offer a rare space where simple posts—such as, “Visit DisasterAssistance.gov”—can actually be noticed and engaged with, rather than drowned out by conspiracy theories or misinformation.
Reddit is also becoming a go-to platform for companies during PR crises. For instance, Rachel Karten’s Link in Bio newsletter recounts the story of KeithFromSonos, an employee who actively engaged with the company’s unofficial subreddit following a disastrous app update that alienated users. With hundreds of thousands of frustrated members, the subreddit could have easily turned against him. Instead, because Keith had built trust over time, users sympathized with him, making it easier for him to share updates without facing hostility. His efforts even caught the attention of Sonos’ CEO, who eventually joined the conversation on Reddit as well.
Of course, Reddit isn’t a silver bullet. It won’t magically fix public perception of Sonos or transform the response to natural disasters. Subreddits remain relatively small communities, and many people can still access official information through other means. Reddit also has its own challenges: volunteer moderators are increasingly frustrated with the platform’s shift toward profit, and the site’s growing visibility on Google has attracted waves of bots and spammers. These issues hint at future difficulties for the platform.
For now, though, Reddit serves as an unexpected lifeline for communication. In a time when traditional channels are faltering, it offers a rare space where straightforward messages can still reach the public. While the future of Reddit is uncertain, it remains a valuable tool—for now—capable of cutting through the clutter and delivering critical information where it’s needed most.
Source: https://nymag.com/intelligencer/article/is-reddit-the-future-of-crisis-communications.html
But even with all these tools, success isn’t guaranteed. Traditional media audiences are fragmented and deeply polarized. While plenty of people are glued to their screens, they may not be tuning into the right TV channels or consuming content that carries your message. Everyone seems engrossed in their phones, but your posts struggle to reach them. Facebook’s algorithms bury vital updates under piles of irrelevant content. Instagram posts lack the viral spread they once had, and on TikTok, your efforts are either ignored or viewed as out of place. Formerly reliable platforms like X (formerly Twitter) are now dominated by misinformation and noise, making it hard to cut through with accurate updates. It’s a strange paradox: despite being able to communicate with anyone, your messages often fall on deaf ears.
Still, you need to get that FEMA phone number out and provide clear information to the public. At this point, a weary social media manager suggests an unconventional option: “What if we post it on Reddit?”
Surprisingly, Reddit has become a viable communication platform for the government. In fact, the White House has recently posted updates in subreddits like r/NorthCarolina and r/Georgia, detailing federal responses to Hurricanes Helene and Milton. Not long ago, it seemed odd for governments or public figures to use Reddit—after all, the platform has a reputation for being chaotic, nerdy, and unpredictable. But in recent years, Reddit has evolved into a sort of safe harbor for online communities, where people gather to share information and discuss topics, all managed by community moderators. It’s no longer unusual for governments to post there; instead, they hope the platform can amplify their messages without getting lost in the noise. Subreddits like r/NorthCarolina offer a rare space where simple posts—such as, “Visit DisasterAssistance.gov”—can actually be noticed and engaged with, rather than drowned out by conspiracy theories or misinformation.
Reddit is also becoming a go-to platform for companies during PR crises. For instance, Rachel Karten’s Link in Bio newsletter recounts the story of KeithFromSonos, an employee who actively engaged with the company’s unofficial subreddit following a disastrous app update that alienated users. With hundreds of thousands of frustrated members, the subreddit could have easily turned against him. Instead, because Keith had built trust over time, users sympathized with him, making it easier for him to share updates without facing hostility. His efforts even caught the attention of Sonos’ CEO, who eventually joined the conversation on Reddit as well.
Of course, Reddit isn’t a silver bullet. It won’t magically fix public perception of Sonos or transform the response to natural disasters. Subreddits remain relatively small communities, and many people can still access official information through other means. Reddit also has its own challenges: volunteer moderators are increasingly frustrated with the platform’s shift toward profit, and the site’s growing visibility on Google has attracted waves of bots and spammers. These issues hint at future difficulties for the platform.
For now, though, Reddit serves as an unexpected lifeline for communication. In a time when traditional channels are faltering, it offers a rare space where straightforward messages can still reach the public. While the future of Reddit is uncertain, it remains a valuable tool—for now—capable of cutting through the clutter and delivering critical information where it’s needed most.
Source: https://nymag.com/intelligencer/article/is-reddit-the-future-of-crisis-communications.html
