Sometimes you have to put in your boots; somtimes you dont.As PR professionals, we’re trained to think about worst case scenarios and are continually learning and testing strategies and tactics that will help our clients address any crisis situation -- no matter how severe the facts and brand risks may be.

While some of the tactics we employ are just as viable today as they were 10 years ago, including strong, clear messaging, other tactics aren’t, such as relying on traditional media to tell your story.

As counselors, we have to be on our toes more than ever today because of the share of voice and influence that social media channels can create on any given day, at any given time and around any given issue.

Take what’s happening to Nestle for example.