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Chapter 6. Crisis Response

Chapter 6
Crisis Response

Since there are different types of crises that can impact an organization—i.e., creeping crises, slow-burn crises, or sudden crises—there’s no hard-and-fast rule about when to trigger implementation of your crisis plan and initiate crisis response.

In some circumstances it’s better to “get the bad news out as soon as possible” (taking legal considerations into account). This puts you in the advantageous position of framing the story rather than letting the media—or your opposition if it’s that kind of crisis—do that for you.

In other circumstances, especially the slow-burn type, you may want to take a wait-and-see approach. Sometimes a negative story will appear in one or even a few media outlets and then disappear without gaining any traction; in other words, without being picked up by other media. In those cases you don’t want to throw fuel on the fire by overreacting; all you’ll do is call more attention to the issue. It can be stressful, watching and waiting, but sometimes it’s the right way to go.


  

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