When a public relations disaster strikes, companies must act swiftly and precisely to douse the flames. There’s no cure-all for every PR crisis, but past mistakes show that there are some consistencies in what to avoid.

Whether you’re dealing with bungled distribution channels, a spokesperson scandal, or an environmental disaster, the way you respond has a direct—financial and reputations—impact on the future company.

Here are the seven most common mistakes made by companies during a PR crisis. Avoid them at all costs: Continue reading …