Excerpted from Risk & Insurance |  April 13, 2012

"This goes beyond communication," says Susan Morton, senior consultant with Marsh Risk Consulting. "It starts with senior officers at the company. They have to know what their strategy is — not just their communication strategy but their overall company strategy. They have to assess what the risks are of a negative news story or blog post on their company, and they have to engage all stakeholders: employees, suppliers, customers, regulators and the media."

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