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Social Media Crisis Communications: Preparing for, Preventing, and Surviving a Public Relations #Fail by Ann Marie Van den Hurk

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8. When a Crisis Hits

It has happened: A crisis has erupted. Your organization’s crisis response team has been activated. There is no panic or chaos. Why? The organization is prepared to manage it. A solid crisis communications plan is in place. This plan is regularly updated with new information and scenarios to meet the changing landscape. Your crisis response team is sharp, and the members know their roles from the drills.

Your organization needs to take steps to immediately respond during a crisis. That means:

1. Taking charge of the situation

2. Understanding the circumstances

3. Defining the problem

4. Ranking the options

5. Communicating.

Think of how FedEx, McDonald’s, and the American Red Cross handled their situations.

The challenge ...

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