Staying Out of the Crisis Zone

When we think about crisis communication, sad and infuriating tragedies like mass shootings or other acts of violence come to mind. While those are indeed crises, reputation risks are communication emergencies that most PR pros will more frequently manage. 

As you become more skilled in this area, you quickly learn that helping leadership teams solve a difficult business problem can help avert that type of crisis altogether. PR pros must lean into their unique knowledge and perspectives in a business setting to protect the company or organization, even at the pre-crisis stage.

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