When Leveraging Your CEO’s Worst Fears Might Actually Be a Good Idea

The bad news: virtually every PR counselor will endure the rigors of a crisis situation at some point in his or her career. The good news (sort of): Corporations are 63% more
likely to be hit with a smoldering crisis - the kind that starts small and festers - than a sudden catastrophe. Which means most crisis situations can be predicted and
minimized, according to Larry Smith, president of the Institute for Crisis Management in Louisville, Ky.