The key to managing a digital crisis is to unlock the cause of the crisis in the first place. Critical data and information can be found in conversations and traffic on social media and websites.  Zack Condry, President of Everest Communications, knows how to interpret this information and strategize how to use it to manage the situation. He specializes in developing and executing digital communications strategies to help organizations tackle critical public affairs issues, major crises, regulatory obstacles, and reputation management challenges.Zack shares his take on what happens in the background of a crisis. How the data and sentiment can help shape your response. PLUS, he shares one Indestructible PR tip to help you stay in control during a crisis. Listen + Subscribe Stitcher or Apple Podcasts© Molly McPherson 2021