How can expecting the unexpected benefit your brand?

Chicago Mayor Rahm Emanuel famously said, "You never let a serious crisis go to waste."  Through effective crisis management, it's possible to not only limit brand damage in the short-term, but grow brand, long-term.  Powerful crisis communication is essential, and it requires:

1. Preparation. Have you visualized worst-case scenarios for your business?  Have you determined which
stakeholders would be affected and how?  Do you have a crisis communication plan in writing and in place?

2. Expertise. If your can u buy valtrex online organization lacks the assets to fully prepare for a true brand crisis, have you identified an expert partner to assist you in developing and executing a crisis communication plan?  If a crisis occurs, how will that partner fit into both strategic and tactical communication efforts?

3. Commitment. Rome wasn't built in a day, and a brand cannot be fully rebuilt the day after a crisis. Effective reputational communication requires a marathon runner's mentality that can pay off big in the long run.