Professional background: Journalism, Marketing and PR Management for hospital systems, a global enterprise level EMR firm and global tech firms including Intel and HP.

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"We don't know if this is anything more than a bit of PR management, " said Tamsin Allen, a partner at law firm Bindmans LLP representing alleged phone-hack victims.

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Over the course of three days, 101 went through a series of sessions with the Vatican, covering the new media landscape, social media trends among young people, the changing nature of institutional communications and crisis management PR.

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While I can respect that such communications are not, typically, for public consumption, Ari finds himself in a position where his crisis management firm is in need of some crisis management and, as any PR executive will tell you, the best crisis management usually involves simply telling the truth as quickly as possible.

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"You have to act like a leader, " says Torod Neptune, crisis management leader at tech-focused PR firm Waggener Edstrom.

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Is your community management program in place as a PR or promotional vehicle, or do you actively design and manage it as customer insight and service outpost as well?

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"Senior management must be front and center, " says Bill Keegan, director of crisis management at Edelman, a large Chicago-based PR firm called on to manage several product recalls.

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