No successful crisis response begins on the day of the crisis. It takes
preparation, not only to identify the likely risks but also to examine the
organization’s processes, culture and so forth to identify the less likely
risks. Finding the potential crises that you don’t see coming is an art.
That’s because the crisis management practitioner has to be able to look
at business areas that she may know nothing about in a technical sense,
and predict what could go wrong, even if it seems unlikely. Tiny things
can mushroom quickly into very large problems.
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