Put Out Fires…Fast! Make the Internet Your First Crisis Response Tool

At this week's PRSA World Congress in Chicago, we plan to ask PR practitioners to name the first three tactics that come to mind in putting out a fire in a crisis. Without
biasing the survey, it's our belief that "a comprehensive Internet strategy" will not top the list of responses. Despite all the rhetoric about the Web's revolutionary PR value,
the preferred arrows in our collective crisis management quivers continue to include more traditional PR tactics such as focus group research, message development, media training,
PR counsel for company decision-makers, media monitoring, testimony and speech crafting.