Crisis communication can be defined as “the PR, media and communication process by which a business or an organisation deals with an unexpected high-profile negative issue.”
As a PR professional, it’s all about getting your client out of the storm with the least amount of damage, whether it’s to the organisation or its reputation.
But the digital era has made this a tricky landscape to navigate. Gone are the days where PR professionals had hours before a story broke, today it takes minutes and in some cases seconds – thanks to social media and the power of digital communication in general.