Are you Prepared to Lead in a Crisis Event?

    By Michelle Baum, APR, Co-Founder & CEO of Moxie + Mettle, Assistant Professor at Metropolitan State University of Denver

    When I began my PR career in the mid-90s, crisis communications was considered a subset of public relations, handled fairly exclusively by a handful of specialized firms. Today, the silo between PR and crisis management has been shattered. We can thank mobile technology and social media for this. As a result, now every PR professional needs to have at least a basic understanding of how to approach crisis management. The question is no longer if, but when a crisis will strike.

    PR professionals are uniquely positioned to help organizations prepare for, manage and even prevent crises with proper planning and organizational alignment. Working with business leaders across a variety of departments, PR professionals can prompt strategic discussions and provide counsel on identifying key institutional vulnerabilities. By prioritizing threats based on their likelihood and measure of impact to the organization, PR practitioners can monitor threats and present crisis prevention recommendations to executives to reduce or mitigate threats. And, when crises strike, PR professional can help organizations navigate de-escalation strategies to minimize the damage and preserve business continuity.

    The PRSA Crisis Communications Certification Program enables every PR professional to:

    • Gain the crisis management education required to be prepared in today’s 24/7 news cycle.
    • Understand the critical need for ongoing social listening and threat assessment.
    • Know how to prepare for a crisis and respond appropriately to your stakeholders.


    Don’t miss the chance to turn a crisis into an opportunity. Are you ready to lead your organization through a crisis event tomorrow? Sign up for the PRSA Crisis Communications Certification Program here.

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