Tip Sheet: How to Pick the Right Crisis Comms Counsel

Recently, the topic of choosing an external crisis team was broached by someone from a global consumer products company that is preparing its RFP. They are not in a crisis, but they are doing what they can to avoid one. I told them that easily three-quarters of our clients come to us after a crisis hits. The initial conversation usually goes like this: we start with introductions that leads to a brief explanation of the situation at hand and then we get the question, “So, The Wall Street Journal called, what should we say?” At moments like these, a few things become crystal clear: • Time is the most undervalued asset; • It’s too late to find new friends; • Trusted advisers become a critical resource; and • You discover whether you have lived by your corporate values or if they were just words.

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