A crisis usually starts before the leadership team agrees that it's a crisis. A customer posts a video. Employees start texting each other. Reporters email the generic inbox. Sales asks what to say to accounts. Legal wants facts first. Marketing wants language. The CEO wants one answer to a simple question that suddenly isn't simple at all: what goes out now, who approves it, and where does it get published first? That's the primary reason companies buy crisis communications services. Not to polish a statement after the damage is done, but to create order when information is incomplete, stakeholders are
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