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.

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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