take a virtual reality check
Let's take a reality check ... there isn't a PR agency or comms professional in the world that can ensure an organisation will not face a comms crisis. It doesn't matter how much you plan, or how well you manage threatening issues, no one controls the news in the internet age.
Today's flowering 24/7 multi-platform news cluster means there will always be at least one issue that takes on a life of its own and has a negative impact on an organisation's reputation. Once PR practitioners learn to accept that, they can start to understand the threats and opportunities modern day issues bring to an organisation. / Read more