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Always a Crisis to Manage

by Jan Schroder

When I was a legal reporter, my neighbor’s high-profile law firm was about to be exposed in a devastating story in American Lawyer magazine. He’d call nightly for media advice.

Had I been wiser, I would’ve exited newspapers then to hang out my own crisis management shingle. Fifteen years later, I started this PR firm. Much of what we provide clients now is crisis training.

I joke with clients that it takes a little money to get their name in the media, but a lot to keep it out. Best advice: call us for training long before crisis hits.

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