Strange Times Bring Big Changes to How PR Crises Need To Be Handled

Katie Paine, CEO, Paine Publishing

In this month’s column, the two organizations we examine, Rio Tinto, the global mining conglomerate, and Liberty University, the world’s largest Christian university, couldn’t be more different.

Both have sophisticated communication protocols designed, no doubt, to avoid the sort of scandals that are currently plaguing both of them. The problem is, in 2020, those strategies don’t work.

Rio Tinto and Cultural Heritage

As a mining company, Rio Tinto has had its share of crises over the years. As a result, it has a large and sophisticated communication shop. That hasn’t stopped protestors and opponents from calling for severe penalties for the company’s recent destruction of a 45,000-year-old Australian Aboriginal heritage site so it could expand an iron ore mine.

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