For whatever reason you're in a PR crisis, you need to think logically, outside of the company.

无论因为什么原因你被卷入了公关危机，你必须跳出公司框架、富有逻辑地思考全局。

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PR crisis is an event triggered by a certain unexpected factor from inside and outside the organization.

公共关系危机是由组织内外的某种突发性因素所引发的公共关系市场事态。

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When a PR crisis erupts, don't simply make statements that respond to what is being said and written about you.

当公关危机爆发时，不要简单地用一个声明来回应那些关于你们的报道和文章。

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Take Tom Cruise, who was beset in a PR crisis before Suri entered the world.

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During the initial reaction to a PR crisis, it is vitally important to ensure that, although it is a challenge in the Internet age to exert any control over the general discourse, communications within your sphere of influence are tightly controlled.

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So now would be a good time for Caribou to learn how to do crisis PR on Facebook.

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