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Professional training can help prepare executives to maximize positive earned media opportunities and how to navigate a crisis.

Opinions expressed by Entrepreneur contributors are their own.

Ready for your close-up? In the age of the perpetual 24/7 news cycle, all business leaders need to be prepared and ready for the media to come calling during a crisis or controversy.

It’s not just journalists to be concerned about, either. One misstep on social media can cause a feeding frenzy as swarms of commenters pile on. Maybe it’s the result of poor judgement or unfortunate luck, but one gaff or controversy can damage an entire brand.

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