There was a sombre lesson on the surprisingly persistent power of a much-maligned social media platform X, formerly Twitter in the moments after the Air India tragedy (12 June 2025).

Tuned into BBC news at the time, I heard presenters explaining how a succession of organisations were advising people to check X for updates.

Only minutes after the crash, the @airindia X handle posted that Flight AI171, operating Ahmedabad-London Gatwick, was involved in an incident.

Shortly after, the @Gatwick_Aiport X handle confirmed that the flight involved had been due to land at London Gatwick.

Executing what was clearly well-rehearsed crisis communications protocols, it was reassuring to see those involved providing updates that were clear, authoritative, and honest, with a call to action for those most deeply affected.

What also piqued my interest is that, despite suggestions that people have left X in their droves, it is arguably still the only channel available for organisations who need to have a quick and direct conversation with stakeholders.

It’s tricky to pinpoint the precise number of users who have either left X or stopped using it, but anecdotally at least, many PR peers claim to have abandoned it.

Ofcom’s Online Nation 2024 report assessed the rate of growth or decline in UK adult reach for the top ten social media platforms. X was trending down by 8% year-on-year from 24 million users in May 2023 to 22.1 million in May 2024. There were mixed fortunes for the others (Reddit up 47%, LinkedIn down by 2%).

Many organisations have stopped using X, including Devon County Council, Wetherspoon and Lush. Other brands have paused or ended their paid activity on X, including Apple, IBM, Disney, General Motors, Audi, and Eli Lily.

Alongside website updates and media relations activity, it’s also encouraging to see organisations curating their own communities through email newsletters and WhatsApp.

But given X’s continuing potency, what is a PR person to do?

X can still be an effective way to keep an eye on trending topics and your competitors' activities. This can provide valuable insights into industry trends and help you stay ahead of the curve.

Your organisation may not be consciously active on X, but your stakeholders are and there will be an expectation that you are listening to what they have to say. Follow the lead of Devon County Council, which makes it absolutely clear in a pinned post that its X account is not monitored, and signposts other means of finding useful information or getting in touch.

In a PR crisis, X can be an effective platform to address issues quickly and transparently. But that’s an option only open to brands that have already invested in PR as a means to manage their reputations as trusted sources of information.

Most importantly, X remains a powerful communications channel used by people and organisations with real influence, including the BBC, Prime Minister Keir Starmer, captains of industry and Pope Leo XIV. Iran even took to X to taunt Israel following its air attacks on nuclear sites last week. In the absence of a clear alternative, can you really afford to ignore it.