Sometimes it hits the fan, and if you don’t have a crisis management plan in place, it could already be too late. We wonder what President Trump’s crisis plan is because he always seems to be in trouble. Perhaps he should start following the four pillars of crisis management outlined in our Weekly Rewind.

Four Crisis Management Keys

Reputation Management provides a helpful infographic called “The 4 Pillars of Crisis Management.” You may not be able to prevent bad press, but you can lighten the damage with these quick, definitive action items:

• Pillar 1: Search social media, online review sites and even your own website to monitor for unflattering content
• Pillar 2: Be proactive about heading off trouble by publishing timely, relevant content to gain credibility and take control of the situation
• Pillar 3: Avoid making too many statements by putting thought behind your words while still acting quickly
• Pillar 4: Review and analyze the plan while focusing on recovering public opinion

Why Do I Care?

In a world of quick social media news bites and cluttered inboxes, press releases have to fight to stay alive. PR professionals present three tips on how to write compelling and effective press releases, including one of our favorite pieces of advice — answering the “why should anyone care?” Tony Panaccio, a partner with Wilson Media, says you must make press releases enjoyable to read or journalists will often ignore your pitch. “To hell with format — give [reporters] a lead they’ll want to read,” said Panaccio. Always write around the “why!”

Will Covfefe Make it Into Oxford Dictionaries?

We can’t ignore the elephant in the room… President Trump’s bizarrely misspelled tweet. On Thursday at 12:06 a.m. Eastern Time, President Trump tweeted “Despite the constant negative press covfefe.” The tweet stayed up for hours with no other context before it was finally taken down. Everyone is speculating the word’s meaning, and the president’s press team did not do a great job of explaining. When a reporter asked Press Secretary Sean Spicer if people are concerned about the president’s incoherent tweet, Spicer said the president and a small group of people knew exactly what he meant. Journalists laughed in his face.

When you hold that great of power, can’t you hire a personal editor? It will be way better for your reputation than the tweetosphere cracking jokes about “Ambien Tweeting.”

Other Writing Errors an Editor Could Catch

Epic misspellings (like covfefe) are easy to catch for editors (and PR pros shouldn’t be making them), but what about the other writing errors that can sometimes be difficult to detect? PR Daily lists out seven things editors should look for when proofreading, including the use of the passive voice and catching misplaced modifiers.