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Are You Facing a Problem or a Crisis?
Every communications person has a personal view of what constitutes a crisis. In truth, most definitions are accurate when discussing extreme situations such as an active shooter incident or white collar crime resulting in your managing partner being led out in handcuffs. These types of incidents put your communication team into action by creating specialized messages, gathering other members of your response team, and implementing your crisis management plan to deal with fast-paced media relations activity with a PR Crisis.
A PR crisis is when an adverse event or bad review about your business gains traction in the public sphere. Most companies will face a public relations crisis at one time or another, and while there are various strategies you can implement to mitigate damage, once the information is out there and circulating, your business will have to roll with the punches and do its best to turn a wrong into a right.
Recognizing the many degrees of severity and activity levels is crucial when a matter presents itself. Is it time to go scorched earth or take it in stride and allow a situation to fizzle? When defining the spectrum from minor issue to crisis, it is vital to understand how a problem can become a crisis if left unattended or how jumping the gun and overreacting can be disastrous.
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