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Preparing your brand for crisis

It’s hurricane season for us along the Gulf Coast, and with that comes a steady stream of news stories that feature a well-meaning government official or correspondent telling us to have an emergency plan in place and up-to-date.

When it comes to hurricanes, we usually have a window of time to prepare—gas up the car, get hurricane food (Pop-Tarts are my favorite), withdraw some cash, board up the windows, etc. But for a business, a crisis can happen in an instant in a myriad of forms such as the sudden failure of a vital system or, heaven forbid, an act by someone not fully in control of their senses.

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