Before an issue becomes a crisis, there’s an opportunity to prove how proactive your team is to not only manage the issue, but mitigate and eventually extinguish it.
The true magic however comes in being one step ahead – possessing the ability to foresee an issue and proactively plan ahead or have a template prepared and ready to deal with such issues when they arise.
There is a saying that the true power of a PR team is not in fluffy PR campaigns but in getting your brands out of a potential or existing issue unscathed.