Why you need a crisis framework

Crisis playbooks have long been the gold standard — but times are changing.Every PR pro knows they have to plan for crises. A crisis striking your organization is a when, not an if proposition.
This planning has long looked like a detailed playbook with plans for various scenarios, ranging from a natural disaster to your CEO putting his foot in his mouth.
But best practices are shifting, and many are beginning to move away from the playbook to a more flexible, adaptable crisis framework.
&