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document.write(' Draft the strategy on the worst-case scenario.
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document.write(' If our group / company / international organization / foundation is confronted with a serious crisis, we need to base our approach on the worst-case scenario, a scenario in which everything that could go wrong, does indeed go wrong. Do not ever assume that nothing will happen in the middle to long run. Much on the opposite, act on the basis of the ‘disaster scenario.’
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document.write(' What advantages does the development of the worst-case scenario offer? If our team launches the crisis communications strategy (CCS) acting on this new context, we will take all potential risks into account. The public will be unable to blame our Crisis Communications (CC) Team, if panic arises, because the company is faced with unforeseen surprises. At most, they could say that we were too cautious or overstated the relevance of the issue. Furthermore, our chances to generate respect and sympathy among the public –and mass media– by taking extensive measures are reasonably greater. Simultaneously, a company that lacks proactive measures to deal with the crisis will be branded as insensitive, apathetic, only focused on its own business interests or cash flow. And this situation will cause irreparable damage to the group image and reputation and which should, therefore, be avoided at all possible costs.
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