Trusting your gut in crisis comms

Crisis plans must remain flexible in unique situations.
Being able to deliver proactive, transparent and timely updates during a crisis is a PR pro’s most important tool.
At times, communications professionals may nitpick every word and phrase to make sure it’s just right. But in those truly critical moments, every second counts. Even if the details are still unfolding, it’s important to let people know something; otherwise, someone else will.
“If you’re not telling