It has been said a crisis awaits most law firms, companies and brands. While not always, knowledge of an emergency usually percolates internally and then works its way to the public, clients, journalists and the community. External forces are at work within hours, complicating your crisis management efforts.

It’s a matter of time and degree of impact that dictates how much damage is done. It always helps to have a crisis plan in place and run through regular tabletop exercises. However, I am always shocked at how few companies do and, more so, how many need to be made aware that the first 48 hours of crisis response are the most critical and can be the most manageable hours. The first 48 hours of the crisis and how you handle it will make a difference in the event’s evolution.

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