CRISIS COMMUNICATIONS

From Wikipedia,

Crisis communications is generally considered a sub-specialty of the public relations profession that is designed to protect and defend an individual, company or organization facing a public challenge to its reputation.

These challenges may come in the form of an investigation from a government agency, a criminal allegation, a media inquiry, a shareholders lawsuit, a violation of environmental regulations, or any of a number of other scenarios involving the legal, ethical or financial standing of the entity.

Crisis communications professionals preach that an organization’s reputation is often its most valuable asset. When that reputation comes under attack, protecting and defending it becomes the highest priority. This is particularly true in today’s 24 hours news cycle, fuelled by government investigations, Congressional or parliamentary hearings, lawsuits and “gotcha” journalism. When events like these happen, the media firestorm can quickly overwhelm the ability of the entity to effectively respond to the demands of the crisis. To emerge with its reputation intact, an organization must anticipate every move and respond immediately and with confidence. Companies facing such a threat will often bring in experienced crisis communications specialists to help prepare and guide them through the process.

Crisis Communications is also considered a sub-specialty of the Business Continuity area of modern business. The aim of crisis communications in this context is to assist organizations to achieve continuity of critical business processes and information flows under crisis, disaster or event driven circumstances.

The key to effective crisis communication is to be prepared before a crisis occurs. Once an emergency happens, there is little time to think much less to plan. Without a crisis plan, you can be overwhelmed by events.