Be prepared, be social in a crisis

Companies are still lagging behind consumer expectations and the window of opportunity for a company to define its story during a crisis is shrinking. The solution is quite simple: be prepared, writes Jen Horsman, a risk and crisis consultant at Instinctif Partners, a PR consultancy.Social media has the power to expose and demolish your brand reputation in a matter of clicks; spending time to develop a digital communications strategy in a crisis is essential to protect your reputation. She o...