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Crisis Management

How To Keep Cool During A Crisis

By April 28, 2017May 23rd, 2018No Comments

With all the crises in the news lately, our very own Durée & Company President & CEO Durée Ross authored an article this week on on the very timely topic, “Crisis Management For The Digital Age.”

With over 20 years of PR experience under her belt, Durée knows the ins and outs of the industry, and is prepared to successfully handle many different crisis situations. In her article, Durée discusses two different crisis scenarios. The first is when a publicist receives advance notice about a developing controversy and has lead time to prepare, brainstorm and ultimately stay ahead of the situation. The second, slightly less favorable, situation is when a publicist encounters an unexpected crisis and needs to drop everything and be ready to handle the situation immediately and effectively. While no one ever wants to be presented with a crisis, the truth is these situations happen more frequently than you think.

Durée highlights three tips to keep bad situations under control and clients happy while under duress, when faced with an unexpected crisis:

  • Be prepared long before you need to be.
  • Don’t ever try to ignore the problem.
  • Stay with the story.

“In this day and age, if something goes wrong for one of your clients, it’s very likely that everyone is going to know about it — and know about it right now,” says Durée.  

Unfortunate circumstances can happen to anybody at any time, and it is the PR professionals’ job to have all hands on deck and be proactive to handle the situation. Through her leadership and direction, Durée has equipped her team to be PR pros, prepared to handle crises with poise and professionalism. And, of course, keep it cool.

Invited into the Forbes Agency Council earlier this year, Durée’s pulse on the industry has led her to share her expertise one story at a time, including “Seven Must-Attend Conferences To Learn About Industry Changes And Innovation,” among other topics. The Council is an invitation-only organization for executives in successful public relations, media strategy, creative and advertising agencies. Through the Council, thought leaders can contribute expert business articles, short tips and best practices, which are shared on

About Durée & Company

Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estate, public relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public Relations, Social Media, Marketing, Advertising, Special Events, and Radio Promotions and Outreach.

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