Plan to Protect Your Reputation

By Beverly M. Payton, M.A., APR Public relations professionals who specialize in crisis communications are among the highest paid in the industry. That’s because they are usually called in to consult for an organization only after a crisis has been boiling over for some time. Besieged leaders hope the consultant can invoke some PR magic that not only turns down the heat, but also moves the boiling pot off the burner and cleans up the gooey, sticky mess. Most of the time, they can’t. The kitchen is already on fire. What will you do when the S%#$ hits the fan? A …

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