It can never be too early to begin preparing for a crisis. It can frequently be too late. Whilst in most cases it is impossible to predict when a crisis will strike, it is possible to identify where an organisation is most vulnerable, and make arrangements accordingly. The initial stages of a crisis are the most critical, and it is during this period that good preparation buys an organisation valuable time and composure that will help it contain an issue, limit harmful publicity and define the eventual outcome.

 

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