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If You’re In a Pothole, Don’t Dig A Sinkhole! | Crisis Communications

You’ve probably heard this classic crisis communications chestnut: “If you’re in a hole, stop digging.”

Put another way, if you’ve already driven into a bumpy pothole, you must avoid turning it into a massive sinkhole that swallows your reputation.

Every crisis is different, but I’ve repeatedly seen certain patterns play out that unnecessarily turn potholes into sinkholes. This post breaks down five of the most common—and while some of these crises began as something much larger than a pothole, they were made that much worse by a bad response.

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