How to stay on top of a disaster.

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Stressful situations display the best and worst in all of us.  Brands in crisis situations - their communication departments for that matter - are no different. As we witnessed these past days in the case of a hacked, state-owned Swiss technology group.

In stark contrast however, one doesn't need to be a specialist for crisis PR to appreciate Airbus's professional and considerate reactions to today's disaster. An example how to stay on top of a developing disaster. Situative, brand-building communications through social media.

Heartfelt sorrows to all souls affected by this tragedy.