PR teams can conduct a vulnerability assessment to identify companies’ potential weak spots

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 06, 2019, 9:05 AM UTC

Creating a crisis response plan can limit the impact a crisis can have on a company.

For crisis management and to reduce a crisis’ impact on brand reputation, this piece suggests PR agencies and communication managers to follow a four-step process. This process can also help companies minimise damage to the brand and company values.

The process includes a vulnerability test that helps PR teams assess each client’s potential weak points and clearly inform them about the risk factors. PR professionals can also use the crisis experiences of other brands while designing their crisis response plan.

The plan can help brands pre-decide who will respond if a crisis hits. The piece suggests that PR and communication professionals remain in constant touch with brands and prepare press release templates in advance for possible crises.

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