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PR professionals are familiar with the crisis drill, because we’re called upon when crisis strikes and we’re prepared with our crisis plans in place.
Today, executives realize that crisis takes precedence, as their companies are in the public’s critical eye, their brands are the topic of constant conversations and communication travels more quickly than ever before through social media channels.
The difference between the PR crisis manager and the pre-crisis doctor is the ability to use the very channel that causes the crisis, to prevent the situation from either starting or spiraling out of control. It’s one thing to prepare how you would manage the situation but it’s an entirely different strategic process to try to prevent it from happening. Today we’re able to scan, monitor and respond more proactively to all different types of media, including the negative conversations in social media communities. There should be no waiting or hesitation. If two hours of crisis goes by, then those two hours have the potential to lead to serious reputation issues and damage....
