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Crisis communications sceptics sometimes point out that many companies have survived major crises, including devastating assaults on their reputations, and have come back to be highly profitable and successful – usually without the senior management still in their senior roles (take note CEOs).

Certainly, this is true for some companies (not for others, but that’s a topic for another time). However, surviving shouldn’t be the goal; surely the goal should be to thrive.

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