Do your crisis plans include muzzling your execs?

A U.K. survey found that many communicators—those whose companies actually have crisis protocols in place—see top leaders’ missteps as potential liabilities in the heat of a disaster.

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What potential crisis could have a substantial impact on your business?

The typical things that come to mind, at least in the B2B tech sectors, include data breaches, product recalls, acts of nature and tragic accidents.

Research out of the UK adds one more thing: upper management. Igniyte, a UK-based PR firm, commissioned a study of 508 managers finding that “40 percent of UK managers surveyed cite their higher management team as the biggest risk to a PR crisis.”

In many ways, PR is about diplomacy.

Here are two common challenges in effective crisis planning:

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