Page 18 - Crisis Communication Practical PR Strategies

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Foreword

According ‘Murphy’s Law’ whatever can go wrong, will go wrong (or,
whatever can go wrong will go wrong, and at the worst possible time,
in the worst possible way). Every CEO and senior executive should
keep a copy of Murphy’s Law prominently displayed on their desk to
remind them to be ready to face its consequences.
The effect of Murphy’s Law is not simply an error or situation
which has to be put right. It can lead to irreparable damage to the rep-
utation of an organization. Such damage can have financial, business
and motivational implications which take years to redress.
While every issue or crisis has to be handled in a different way there
is one common factor. That is the need for communication.
Communication with staff, their families, customers, regulatory
authorities, elected representatives and many other stakeholders.
In this era of always-on media, news and information about situa-
tions in Beijing, Sydney or San Francisco are known in Brussels,
Moscow and Dubai within minutes.
With contributions from 22 international experts in the field of
crisis communication and reputation management this book is a show-
case of expertise, and involves an academically well-founded discus-
sion on crisis communication. All these authors are connected to
IPREX, (www.iprex.com), an organization of independent public rela-
tions agencies who provides clients with global reach while working
with local expertise. IPREX has 60 leading independent firms who
partner in major markets around the globe, in particular in Asia
Pacific, EMEA and North America. The partner firms employ more
than 800 professionals working in 27 countries.
The combination of the expertise of the writers and an interna-
tional input has resulted in an exhaustive, professional and in-depth