While crisis management is about much more than just handling the media, it is also true to say that they can play the single biggest role in a crisis/opportunity. First we need to realise that we are all media ‘experts’. We spend a large part of our lives reading, watching and listening to their output. We are immersed in the media — so it only takes a small extra step to be able to understand all we need to know about them. And that step consists of analysing the media instead of just using them for information, education and entertainment.
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