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Most companies and their CEOs understand the importance of a communication strategy for what they perceive as crisis situations. However, they often forget or are unaware of the necessity of a strategy in situations which allow for proactive planning.
It's easy to appreciate the benefits of a strategy for coping with what are generally regarded as "surprise crises" such as the Exxon Valdez oil spill, the Johnson & Johnson Tylenol tampering episode or Hurricane Andrew. But recognizing the value of communication strategies for "non-surprise," business-related crises such as a reorganization, product recall, bankruptcy or layoff can help a company maintain a healthy ...