According to AAERO PR, a PR Crisis can be negative publicity, usually at a large scale that requires an immediate response to avoid permanent reputation damage.
PR Crisis occurs when a person or business is at the forefront of major news which is typically negative in nature. Failure to respond to the crisis can result in permanent financial distress (for a business or professional) among many other complications. The longer you leave the negative information on the web, the more challenging it can be to remove, or suppress it.
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