
You cannot prepare yourself for a crisis. Otherwise they would not be considered as such. You can, however, prepare yourself to be confronted with the unexpected.
The more crisis communication is understood as detailed planning for predictable catastrophes, the more one is then thrown off-track by the unpredictable. For this reason crisis PR is foremost about understanding the mechanism and the dramatization of scandals.
Professional crisis communication means to make basic decisions before something happens. Of course it is helpful to have all phone numbers handy when you need them. But it is not helpful when you are in a crisis and you start having discussions about whether you should call anyone at all.
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