This article is written by James E. Lukaszewski, president of the Lukaszewski Group, and is excerpted from the just-published PR News Crisis Management Guidebook. The
guidebook is available at http://www.prnewsonline.com Crises can be career-defining and career-breaking moments for bosses, but also
for reporters. The atmosphere is electric, the environment is competitive, and the communication demands are enormous on everyone. For the media, it seems that standards, protocols,
and ethics tend to evaporate in favor of instant reporting. No organization can be good enough or act fast enough to get ahead of this careless approach to coverage.