Customers who knock at a communication agency’s door usually want to convey or say something to public opinion. That’s fine.

Most times, the problem is they do it when they are already in a hurry to solve a hard situation they are facing, instead of explaining a project in development calmly. More and more, the agencies are becoming specialized in resolving these critical cases, nevertheless it is a pity people think of communication when things go awry. Really good work has been made in order to counterbalance all these problems, but planning and strategy in the long term is better than just proceed to save one’s neck. Companies and organizations that know communication is a key tool in their everyday work are far more ready to face emergencies, precisely. In those cases, the organization’s human team is familiar with communication concepts, and the agency’s professionals already know the customer’s strong and weak points. Prevention is better than cure.

Jordi Juan