Crisis communications is a fast-moving profession in which judgments must be made quickly without the luxury of time. Red Banyan CEO Evan Nierman discusses this dynamic in a recent Fast Company article that focuses on the challenges crisis PR experts face when deciding whether or not to take on a client.

In the article, Evan explains that clients must be chosen carefully, noting that “we are in the business of reputation preservation or restoration and work hard to right wrongs and correct misinformation.”

“We say ‘no’ to a lot of clients for a variety of different reasons, and it often comes down to gut instinct,” Evan states in the article.

Evan notes that PR professionals are in the business of fighting for the truth and empowering people through strategic communications, not the business of tearing down reputations or settling personal scores.

Read the complete Fast Company article here.