By now we know what is a crisis. But how important is the communication during a crisis?

There are four stages to a crisis:

1. Risk Prone: A situation is first risk prone.

2. Issue: A risk prone situation if not managed well turns into an issue.

3. Crisis: An issue turns into a crisis.

4. Disaster: The crisis if not well managed turns into a disaster.

A crisis cannot be ‘controlled’; it can only be ‘contained’ !

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