No one really thinks it will ever happen to them. That is, until the dominoes of disaster start falling when the next crisis breaks, and the next unsuspecting exco and communication management team have to go into full swing to protect the company's reputation.
2017 and 2018 were not good years for companies handling crises. The number of casualties was alarming. We had our pick of it from motoring, to beverages, to aviation, and everything in between.
Some did better than others. Some failed in round one, but at least went back for round two and got it right then. Some never bothered to try harder.