Redefining the meaning of the 3 R’s, MCS has contributed towards the 2010 publication of PR News Media Training Guidebook, which contains articles and case studies on topics ranging from media pitching and messaging to social media and relationship building with journalists. An article authored by Todd Forte, MCS Executive Vice President, defined the new 3R’s as “Rapid Response Required” as it relates to communicating during crisis situations in which events rapidly unfold. In an era that combines a constant 24/7 news cycle with a seemingly endless supply of information resources and vehicles, the article emphasizes the necessity of having a comprehensive communications plan in place when bad things happen to good companies. A step-wise approach to preparing this plan is outlined in the article. Todd is no stranger to crisis communications, having spent more than a decade in the commercial nuclear power industry prior to his more recent posts in healthcare PR, including 12 years at MCS.

Take a look at the rest of our health care PR tips from our “25 Years, 25 Lessons” series.

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