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Are You Facing a Problem or a Crisis?

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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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.

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