Where are you vulnerable to "bad news"?

It's hard to predict a true crisis -- by definition a crises happens on its own timetable.

Most PR problems are not true crises; they are issues or sensitive situations that could harm your reputation; they tend to evolve into a crisis of a magnitute over which you have SOME control. Often, these vulnerabilities can be identified. Each organization has different vulnerabilities.

Some are sensitive issues that COULD happen, and your job is to prepare for contingencies. Others are things that WILL happen and are likely to be criticized.

Effective reputation management requires, at a minimum, a meeting to identify your likely problems -- the ones you can reasonably anticipate. Not everything you can possibly imagine; rather the issues you have some knowledge about and which you can realistically anticipate occurring.

Just identifying potential bad news can help you begin managing it before it ever happens.




Steve Cebalt, Problem Solver,
Highview Public Relations
www.highviewhelp.com
"Reputation and Crisis Management"
(260) 471-5870 e-mail: info@highviewhelp.com