A slow-burn issue in Crisis PR is a problem that has been identified that can escalate into a crisis. Some research indicates that 80-90% of 
crises are slow-burn, as distinct from truly unexpected (fire, plane crash, etc).
But how do you raise it without stymying your promotion, or worse without getting the sack? How do you bring it to the attention of the leadership team so that people listen and act appropriately?
The mother of all Crisis PR case studies is the Murdoch phone hacking scandal. It was the text book case of a slow-burn issue, where nothing was done until it exploded.
If you see a slow-burn issue at work what would you do?
1. Put it on the agenda
In the first instance, raise it with the person responsible. If you fear it will create tension with the responsible person, you could raise it by asking questions, which is a less confrontational way of introducing a problem: e.g. “Do you think we should take steps with xyz to minimise potential damage?”; “How do you think the media will treat it? ”. If you want to avoid an argument, don’t press the point – simply raise it and let it hang.
2. Put it in writing
If that fails, write a proposal – with a solution. A document normally demands a response. But a document can also be threatening, so at this stage you could be direct but gentle. Include an illustration of how the media might treat the issue. Use a case study.
3. Persist
If that proposal fails, then you could treat it as stage one of a campaign. And back it up with another proposal with a more blunt message.
4. Get outside support
Ask an external consultant to advise you, and pass on that advice. Curiously sometimes external advisors are listened to more than staff – a reality that often defies logic, but a reality just the same.
5. Ultimately, consider your own position
Resign? Put pragmatically it comes down to risk versus consequences. Can you risk to ignore the problem? It’s just plain difficult when a company culture clashes with your personal values. But if the issue blows up and you are the go-to public relations practitioner – it impacts on your reputation too.
