4 critical steps for taking control during a PR crisis

Companies have to take control throughout a public relations crisis situation to prevent it from developing into something extremely negative. To prevent it, there are four things that every business needs to take care of: responsability - companies shouldn’t try to ignore or cover the situation up and should be responsible and take accountability for it; narrative - companies will have to be proactive and create a message that will help the company take control of the narrative; assessment -  analyze what really happened, while utilizing social listening and media monitoring tools;  action - create a response that will show that the company has a complete understanding of the situation and explaining how the company will move forward to avoid making the same mistake in the future.