Handling Hatespeech

Crisis Communication

Understanding the Future of Hate Speech

Hate speech increases tensions between population groups and creates an
unsafe atmosphere. Common targets include:

• Immigrants.

• People with disabilities.

• Cultural minorities.

• Sexual and gender minorities.

Case example, Finland & Sámi communities:
Five central themes restricting Sámi voices:

• Silencing.

• Repression (including stereotypes).

• Incorrect information.

• Systematic loss of Sámi worldview.

• Delegitimization.

Tip: Associations and organizations need prepared instructions for when hate
speech targets them online.

Responding to Anger and Harassment

Practical steps for individuals and organizations:

• Don’t read excessively – limit exposure to hate messages.

• Ask for help – trusted friends or colleagues can review messages and take screenshots; escalate to authorities if necessary.

• Limit engagement – report offensive messages, block followers, adjust privacy settings.

• Talk to your employer – encourage a protocol for handling hate messages.

• Community care – check in with others targeted by hate messages, offer support, or acknowledge their experience.

Crisis Communication Basics

Short syllabus for handling social media crises:

• Don’t minimize the situation – react immediately.

• Take responsibility for your words or actions; apologize if needed.

• Decide who handles crisis communications.

• Avoid blaming others publicly.

• Be honest and transparent.

• Focus on fixing the issue, not hiding it.

Tip: Create association guidelines for crisis management:

• Designate a spokesperson.

• Set a communication protocol.

• Plan support for targeted individuals.

• Protect mental health of team members and community.

Planning Your Social Media Style

Decide your organization’s social media approach:

• What kind of influencer or presence do you want to be?

• Which topics are important for you?

• Which topics are important for your audience?

• Identify one viral trend and discuss how it could fit your work.

Tip: Consistency and authenticity are key – choose trends carefully and align them
with your organization’s values.

Key Takeaways

• Hate speech is real and harmful – be prepared, not reactive.

• Respond safely: limit exposure, document, and get help.

• Crisis communication is about clarity, responsibility, and honesty.

• Social media style should be strategic, authentic, and audience-focused.

Three Practice Tasks

1. Understanding Hate Speech

Spot the Hate Speech. Provide participants with sample social media posts or comments (realistic but anonymized). Ask them to identify:

• Which posts constitute hate speech.

• Who is being targeted.

• What makes the post harmful.

Discuss patterns and common triggers.

2. Crisis Communication Drill

Social Media Crisis Plan. Present a mock crisis (e.g., an insensitive post goes viral, or hate targets a team member). In groups, answer:

• Who will handle communication?

• What messages will be shared publicly?

• How will you support affected individuals internally and externally?

Groups present their crisis response plan, followed by feedback.

3. Planning Social Media Style

Style & Trend Mapping. Participants define your organization’s voice (friendly, bold, professional, etc.) and key topics for your audience.

Pick one current social media trend and discuss:
○ How to adapt it safely for your organization.
○ Which audience it will engage.
○ Possible risks and mitigation.
○ Optional: Make a mock post.

Present and elaborate other groups.