Crisis communication requires agility and adaptability in response to changing circumstances from "summary" of Spin by Michael S. Sitrick
In the realm of crisis communication, one of the most crucial principles to remember is the necessity for agility and adaptability in response to changing circumstances. When a crisis hits, it is essential to be able to think on your feet, adjust your messaging as needed, and pivot your strategies to effectively address the evolving situation. This requires a high level of flexibility and the ability to quickly assess new developments and make informed decisions on how to proceed. In the world of crisis PR, there is no room for rigidity or sticking to a preconceived plan when the situation on the ground is constantly shifting. Being able to adapt to changing circumstances means being willing to pivot your messaging, adjust your tactics, and even change your overall approach to the crisis as needed. This may involve reevaluating your initial...
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