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I do not believe that the PR industry is tooled up to be able to manage risk any more.
It is far too technophobic lacks the knowledge that, for example project management has developed to manage risk and crisis and there is simply not enough by way of investment by the industry to be more than spin doctors.

It is a pity this was not explicated at the Global Summit.
http://events.holmesreport.com/gprs-2012/session-51-communicating-at-the-speed-of-risk.aspx 
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