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To be an expert in crisiscommunications you have to move your organization at the speed of Twitter when “it” hits the fan. Do you really want someone known as @shroomy0021 managing your corporate communications? Meanwhile, near my home, a massive chemical plant explosion killed two and injured 114.
Passionate about all things crisiscommunications? Did I write a book on chemical spills? Interested in pop culture and social media? Write about it. Get a book proposal together. Interested in pet influencers? There should be a book on that. I wrote books on social media and PR because these are my areas of expertise.
If managed especially well, few outside your crisis response team will even know something happened. A carefully compiled crisiscommunications guide can literally save your business when the inevitable occurs. The key to remember is that there’s no universal crisis handbook you can order and put on your shelf.
They want to know what everyone else knows, especially if the topic is a community-based risk, like a chemical plant or a pipeline. People typically seek information to reduce uncertainty, or because of their social environment. But you can’t measure that if there’s no accident.
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