Coming Out on Top in a Crisis

A company is considered "in crisis" when it’s involved in a situation that:

• Affects the public’s health or safety.
• Puts its reputation at risk.
• Is detrimental to the company’s financial health.

In a crisis situation, companies need to act swiftly, which is difficult to do if you don’t have a crisis communications plan. You need to know:

• Who’s on the communications team.
• Who’s responsible for investigating allegations.
• Who’s the official voice of the company.
• Who’s responsible for communications with employees.
• Which communications channels are going to be used.

Once you’re in a crisis situation, it’s too late to make these decisions. The longer it takes to respond, the more inept your company looks. Don’t jeopardize your reputation. Be prepared.