A Bit of Good News for Communicators: Crises Are Predictable and You Can Plan for Them

“I’m too busy. I’m working on a crisis.” You might have heard that phrase last week had you attempted to get in touch with a communicator at an insurer, a pharmaceutical firm or a hospital conglomerate.

We’re, of course, referring to the announcement from Amazon, Berkshire Hathaway and JPMorgan Chase that they are working “on a long-term effort” to create “an independent company…free from profit-making incentives and constraints.” Their goal is to reduce healthcare costs for employees and families of the companies and possibly all Americans. That’s a wonderful thing if you work for one of those companies. If you’re a healthcare provider or a competitor of one of the three companies, it’s a crisis. But is it really?
Reality vs. False Perception
Goodness knows the PR profession (this publication included) plays fast and loose with the word “crisis.” But knowing when you’re in a crisis is more than a semantics issue.

This is one of the first points made by Kevin Elliott, U.


Access to all Crisis Insider articles, quarterly reports and valuable blueprints for crisis management.


Per Month Lowest Price


Best Value!

Unlimited access to all Premium and Crisis Insider articles and monthly reports.

First Year Offer


Per Month


Unlimited access to all Premium digital intelligence, 10-year web archive and monthly reports.

Save $140 With Annual Subscription


Per Month