The ‘Bad-Facts’ Crisis: Smart Yet Aggressive Communication and Values

[Editor’s Note: Do PR crisis pros think or act differently when entering a situation that they know contains, for want of a better term, bad facts?

For example, maybe there are victims or deaths before the crisis pro is called.

Perhaps there are victims in another sense, such as in the NFL’s situation with Deshaun Watson, where 24 women initially made claims against him.

Or, take the Equifax situation, where the company admitted it sent 300,000 customers faulty credit scores. It’s the second major PR crisis for Equifax.