Crisis communication

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.