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.

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