Tips for IDing, addressing crises long before they happen

What’s most important is to identify your agency’s potential choke points and develop messaging around them.

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One of the hardest aspects of crisis planning is knowing when a crisis actually begins.

Scott Radcliffe, global director of cybersecurity at FleishmanHillard, defined a crisis as anything that’s “systemically threatening to an important part of your business from a reputational standpoint” during a panel discussion at Ragan’s Future of Communications Conference.

However, identifying a crisis isn’t always so clear-cut. What starts as an online rumor can quickly spiral into a full-blown issue. In those cases, PR professionals must trust their instincts.

“You know it when you see it,” Eleanor McManus, co-founder of Trident DMG, said during event in Austin. “It’s like the old adage about porn – you can’t define it, but you know it when you see it.”

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