Dark sites are an invaluable tool in crisis management. Those of you not in the business may ask, what is a dark site? Ed Lee, managing director at online media marketing consultancy com.motion, defines it as “a pre-developed, non-public Web site that can be published to the live Web in the event of a crisis.”
Dark sites can be created to deal with any number of possible situations and allow you to get your side of the story out before anyone else does it for you. In his article Dark Sites 101, Lee explains the why, what, and how of the dark site.
JB
Jonathan Bernstein
www.bernsteincrisismanagement.com