The condo board of the collapsed building in Surfside, FL has hired a crisis PR firm.  The reason is to handle hundreds, if not thousands, of media queries and to stick to the facts of the case as they are known for the moment.  The situation in which the board finds itself is not good.  Already, engineers’ reports on the degraded health of the building have come out, and there is little the board or crisis PR firm can do to change the course of the story.  Reports that the board was riven with argument over the projected cost of upgrading the building are understandable.  Few want to pay for maintenance if they don’t have to.  But, the destroyed building is an object lesson for keeping  up repairs.  See what can happen if you don’t.   What can the crisis PR firm do to guide the story?  Little.  The narrative is well out of its control.  

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