The Most Critical Piece of Counter-Crisis Infrastructure

Getting your company ready for crisis can seem overwhelming.  Where do you start?  What will really make an impact?  The short answer is simple: start with your story.

As the storm begins to set in, others will aggressively attempt to define you.  Their attempts are made a lot easier if there is not already a strong picture in place about your company.

This critical component is so often overlooked in even the most robust preparations for crisis.

Yet, it can represent the margin between a minor and a major impact.

How does your story sound during a PR crisis? Many companies fail to factor in the durability of their messaging for those most difficult moments.

Your marketing may work well for sales and shareholders, but how does it hold up when your brand is under threat?  These days, it is essential to have a message that can withstand even the most punishing winds.