Editor's Note: Richard Levick, Chairman and CEO of LEVICK, a crisis and public affairs-focused communications agency, shares perspective on the importance of integrity, anticipating issues and being proactive to avoid crises. He discusses the importance of risk mapping to identify potential issues and highlights the risk to PR and communications firms of not using ethical or credible tools. Simon Erskine Locke, Founder & CEO of CommunicationsMatch, caught up with Levick at the recent CISION Social Journalism Livestream webinar organized with CommPRO.biz.