In today’s world it is not about if a crisis will occur, but rather when. So what should you do to be ready?

• Anticipate: Think about the types of crisis that could occur within your industry.
• Coordinate: Know the names and contact information of those individuals with whom you will need to work should the crises happen.
• Cooperate: Be prepared to work with others. Says Dr. Joseph Trahan, president of Trahan & Associates, “Cooperate before the comments go out.” He recently shared his expertise during a webinar presented by Burrells Luce.
• Communicate x 2: Trahan says you can’t over communicate. You need to shape the message and then be first with it. You also need to be right and to be credible.

Trahan says when the crisis does hit, it’s equally important to remember what you should not do, including:

• Don’t lose control with reporters.
• Don’t speculate.
• Don’t say “no comment.”
• Don’t let the story dribble out.
• Don’t forget your internal audience.

One way to be prepared is to have a crisis plan. If your organization has one be sure you are familiar with it. If you’re part of the
team responsible for it, when was the last time it was reviewed? And if your organization does not have one and you are part of the communications team, it’s time to create one.

Are you prepared?