Crises are unpredictable and can cause lasting damage if the person or brand that is affected does not respond with purpose. 

Red Banyan CEO Evan Nierman, an international crisis PR expert, discusses in YEC/Forbes why it is important to plan ahead and carefully map out how you will respond when a crisis strikes.

Having a crisis plan in place before you need one is essential to containing potential harm. How you react will determine if you will weather the storm or sink with your ship.

In the article, Evan offers six valuable tips for telling your story your own way when a crisis occurs. He suggests finding where your reputation is vulnerable and putting stopgaps into place in an abundance of caution.

Above all, Evan emphasizes transparency and authenticity in the public eye to retain credibility.

Read the entire YEC/Forbes article here.