Public Relations Tactics

The 4 Rs of Crisis Communication

August 3, 2015

[ikon images/corbis]
[ikon images/corbis]

The Chinese term for crisis — weiji — translates loosely as “risk-opportunity.” Most people tackle crises in a risk-avoidance or risk-reduction state.

Opportunities embedded in a crisis are easier to unearth when we are prepared, and preparation requires reliance on the four Rs of crisis communication: Recognition, Rehearsal, Response and Recovery.

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