Companies and public figures live under the constant scrutiny of the media, activists and citizen journalists. Even the smallest of infractions could become a subject of breaking news, or start trending in the social media. In a 24X7 news world, having a modus operandi that responds effectively to a brewing crisis and nips it in the bud is not enough. You must have a pro-active crisis communication strategy that prepares you to respond to any unforeseen crisis in a timely and effective manner.
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