Dark Websites See the Light of Day
Adele Cehrs · 2015
It is important to understand that telling the full story is not always an option in the media. Therefore, it is necessary to create a channel, microsite, or series of webpages that better explain one's point of view. This chapter refers to this compilation of work as a dark site. A dark site is a first-rate tool to get ahead of and respond to media inquiries and the organization's key stakeholders in real time as the crisis or opportunity unfolds. It will often become the hub for all official communications related to a crisis and the place to which people are referred from social media channels such as Twitter, LinkedIn, and Facebook for more information. The chapter provides the essential and recommended elements to create a comprehensive dark site for one organization. Repurpose and edit much of the video and website content that most likely already exists on one's website on a related SPIKE.