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SM& President and crisis communications expert Ashley McCown was a guest blogger on the Greater Boston Real Estate Board's blog providing key takeaways for the real estate industry in the aftermath of the Boston Marathon attack.

Click here to read the blog.

This Monday, 29,000 runners (including yours truly) will make the 26.2 mile trek from Hopkinton to Copley Square in the 117th Boston Marathon. Most runners despise the week before a marathon because as the mileage decreases and the free time increases, we find ourselves anxiously over-thinking everything. Did I log enough miles? Did I do enough cross-training? What exactly will I eat the night before the big day? In my free time this week, I've been thinking about the similarities between training for a marathon and public relations. Here's what I've come up with:

1)   Always prepare for a crisis. Part of the mystique of running a marathon (and in my opinion why it's such a great accomplishment) is that there are so many variables and unpredictable situations that can make the run more challenging. You have to be prepared for any crisis. Last year, for example, New England's unpredictable weather surprised runners with a nearly 90-degree heat wave on Marathon Monday. With a scorcher forecasted three-days out, runners all over Boston prepared by stocking up on water, and the smart ones adjusted strategies, expectations and goals. In PR, almost every crisis can be predicted and many disasters averted through smart crisis planning and issues management.

2)   There's no single recipe for success. I get a lot of questions from friends and family members about running. What type of shoes should I wear? How many miles should I run a week? What's the best way to train? The truth is there's not one right answer for everyone and it always depends on the individual. Just like we don't recommend every PR strategy to every client, the best approach emerges after assessing individual needs and goals, and developing plans accordingly.

3)   You have to be smart and nimble. Training for a marathon takes a lot of time, so getting those miles in often requires strategic thinking and the ability to adapt. For me, that means embracing my busy work and life schedule and strategically planning to fit in those runs. I opt to listen to NPR rather than music when I run so I can get my news consumption and running done simultaneously. And often instead of hopping on the MBTA to get home, I pack running gear and let my feet take me home. (Ironically, it's only a bit longer commute than the T!) This applies to actually finishing the race too. The saying that running is 90 percent mental and 10 percent physical is 100 percent true! In PR, strategic planning and flexibility are necessary to support clients in today's competitive, fast-paced world.

4)   Learn from your mistakes. Scan any running magazine or message board and you'll see terrifying stories of marathon mishaps: mid-race port-o-potty fiascos caused by an unfamiliar pre-race food, unforgettable chafing from wearing a new shirt, or simply starting out too fast and not having enough gas in the tank to finish. We all make mistakes, but it's those mistakes that make us smarter. Few marathon runners will make the same running mistakes twice. As a growing PR practitioner, I'm willing to admit the first draft isn't always perfect-but working with colleagues and clients to perfect the angle or idea not only produces an excellent final result, it also helps me learn.

5)   It takes intelligence, personality and heart. A famous running coach advises marathoners to "Divide the race into thirds. Run the first part with your head, the middle part with your personality, and the last part with your heart." PR is really the same. It takes a thoughtful, strategic and smart plan, creative personalities to bring fresh ideas, and a doggedness to pursue goals to carry out success.

Written by Senior Account Executive Kate Plourd

(Editor's Note: You can cheer our own @Katemplourd on Monday!)

SM& President and crisis communications expert, Ashley McCown, was featured in the January issue of the national public relatons trade magazine, O'Dwyer's. In her byline, Ashley discusses the importance of preparing for a data breach and provides a framework on how organizations can do so.

Click here to read the article.

Solomon McCown President and crisis communications expert Ashley McCown participated in a Wells Fargo Network Security and Privacy Risk Seminar on September 24. Ashley joined several distinguished legal and insurance experts to talk about the risks involved with privacy and network security and how companies can proactively protect themselves from a public relations disaster in the event of a data breach.

"It's not a matter of if, but when," Ashley said about data breaches. "The decisions and pressure on an organization when it actually happens is unbelievable and overwhelming. The clock starts ticking right away and in this world of 24/7 media, a slow, unsure response can be deadly."

Advanced planning is key. Though it can be difficult to make the case to budget-conscious CEOs spending dollars upfront on communications planning and training will save money in the long-term and help avoid a devastating reputational hit. Nearly all communications materials-- media statements, fact sheets, letters to customers and clients-- can be prepared in advance so there is something to work with when the crisis strikes.

Ashley encouraged leaders to think about how they want their companies to be perceived after the crisis is over. Proactive and regular communication to key audiences - including clients, employees and the media - is crucial. Especially in a digital age when social media makes everyone a reporter, and there is little or no accountability for sharing inaccurate information, companies must be willing to control their own narrative. Ducking behind "no comment" is not a viable communications strategy and will imply that a company has something to hide or is not in control of the response.

Social media is a fantastic tool in the event of a crisis such as a data breach, but only if a company has loyal and engaged following ahead of time. It is impossible to play catch-up and try to build a strong social network as a crisis is unfolding.  Loyal social networkers can help spread company statements and come to its defense. But, as Ashley said, "If you don't hit the 'on' button on social media until your crisis, you're toast."

Solomon McCown & Co. President and crisis communications expert Ashley McCown gives her tips to help small businesses owners avoid crises on PR News Small Biz PR Report.  Read more here.

SM& President and crisis communications expert Ashley McCown was a guest blogger on BostInno on September 9. In the post, "Lessons from Boston University: How Other Schools Can Stay Out of the Penalty Box " Ashley examines how Boston University managed the sexual assault charges that were brought up against some of its hockey players last year and the subsequent reputation damage it cause the institution.

SM& President and crisis communications expert, Ashley McCown, was interviewed by CNN's Chris Isidore on the status of Lance Armstrong's endorsement deals after the recent performance-enhancement drug use allegations against him by the USADA.  Click here to read what Ashley said about Armstrong's high-profile deals with Nike and Anheuser-Busch.

SM& President & crisis communications expert, Ashley McCown, provides insight on the importance of building trust through objectivity, in an article featured in The Post Standard on Syracuse.com. The article compares the different approaches taken by Syracuse University and Penn State in reporting sexual abuse allegations; the Penn State report was conducted by an independent law firm headed by former FBI Director, Louis Freeh, whereas the Syracuse report was conducted by an independent law firm and three alumni trustees. Ashley is quoted in the article providing a communications perspective on the credibility of both reports based on the objectivity of those who prepared them.

Click here to read the article.

SM& President & crisis communications expert, Ashley McCown, lists five takeaways from the tragedy in Aurora, Colorado & the scandal at Penn State. Click here to watch the short video.

Follow Ashley on Twitter: @CrisisBostonPR

SM& President and crisis communications expert, Ashley McCown, provides her public relations perspective to the repercussions for Penn State following the Jerry Sandusky scandal.

Click here to watch this short video and follow us on Twitter.