Entrepreneur and agency founder Curt Mercadante shared five signs an organization’s public relations program isn’t resilient.

“Resilient PR isn’t reactive,” Mercadante posted on LinkedIn. “It’s a system.”

“It builds trust, reach, and positioning — before you need it most,” he said.

In his post, Mercadante outlined key weaknesses that leave organizations vulnerable to being ignored during a crisis or campaign. These include only communicating during “big news,” relying on shrinking traditional media, failing to publish regular press releases, and not placing news in the right outlets.

One major gap he highlighted: failing to promote earned media directly to a target audience. “Earned media without amplification = wasted opportunity,” he said. “Resilient PR closes the loop — getting the right stories to the right people.”

Mercadante is co-founder of Accelerate Media Labs and Pipeline Media Agency, as well as Freedom Rising Enterprises. He is a strategic advisor to entrepreneurs and organizations around the world, and author of the Amazon bestseller Five Pillars of the Freedom Lifestyle.