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Imagine that a crisis hits your organization and that you come out on top in the media. You initiate proactively to the media. You have a clear and easy to understand message. And you get the exact quotes you want in final stories.nYou will learn how to prepare and deliver messages to the media in a time of a Public Relations crisis. How to plan for press conferences, media statements, messages and sound bites will be covered. Why it is essential to prepare for a crisis before you know when or what the crisis will be. Crisis communications Public Relations requires a plan that covers every aspect of message development, rehearsal and media management. 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