So what now PR people?

This weekend I'm writing an article for Cognito's communication magazine for the financial sector - word of mouth - on what companies in the sector should be doing in these turbulent markets. The short answer is to do all the standard PR activities, but to make sure they are done better and inline with company objectives. What's interesting about activity in a 'crisis' is that often it drives people and companies to improve. The good will get better and the bad either get good or go away.