4 ways to prepare for a crisis—and respond where it counts

Controlling the narrative often isn’t possible in the free-for-all of social media. From educating leaders to responding in the right medium, a Florida International University expert offers tips.

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4 keys to crisis prep

“Control the narrative” is advice often heard in PR circles when the conversation turns to crisis communication.

It’s also a trope that sets unrealistic expectations for PR professionals and executives worrying about reputational brushfires, cautions a Florida International University program director and longtime communications executive.

“Recognize that when you’re in the midst of crisis, especially as you factor in the issues associated with social media and social media platforms, we cannot necessarily control the message,” says Aileen Izquierdo, interim communications department chair, and graduate director of FIU’s Global Strategic Communications master’s degree program.

What is within the communicator’s control are preparation, knowledge of one’s systems and points of contact, and redundancies within those systems.

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