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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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IDENTIFY

How hard can it be to identify a crisis when it’s happening to you or your company? Actually, it’s harder than you might think. Or, if not hard, then perhaps tricky is a better descriptor of the trouble managers often encounter. But note the emphasis on the pronoun your; that’s significant.

Sometimes it’s just denial (“This can’t be happening to us!”) and sometimes it’s the whirlpool of events, but in any crisis situation, there generally are multiple chaotic events all taking place simultaneously. It’s very easy to get sidetracked and pulled in multiple and conflicting directions over which you have no control. Focus! Focus on identifying your crisis—the one with which you have to deal, the one over which you have some measure of control. ...

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