Corporates' crisis communications evolve in the age of social media

Soon after the celebrations of the 70th anniversary of the founding of the People's Republic of China, where basketball is heading for the big time, the NBA crisis quickly reached the Top Hot-Search Index.

Politically sensitive remarks by Daryl Morey, Houston Rockets' general manager, deeply offended Chinese fans. Worse, Adam Silver, president of the NBA, added fuel to the fire by appearing to back Morey.

In a swift response, CCTV, Tencent and some other NBA partners announced they will stop working with NBA. One Chinese NBA fan and netizen commented online: "Morey closed NBA's door to China, Silver locked it and tossed away the key."