The words "crisis management" are usually viewed at as a term loaded with negative connotations that stems from unforeseen and unfavorable circumstances, resulting into bad PR. However, Crisis Communication Management in its true sense would mean good Risk Management, wherein a negative event is averted through anticipation and preparation; as most of the events posing reputational threats to a company have roots in past incidents and situations that were then overlooked as minor issues as opposed to truly sudden crises.

At Mutual PR our experts identify a company's core reputational threats, devise strategies and plan impenetrable action plans that are based on certain established principles. We practice continued analysis and reviews of identified threats, that establishes a professional rapid response process in crucial situations, in a 24/7 active media environment.