The need
A real crisis is, almost by definition, a rare occurrence and few organisations can successfully handle any sort of major crisis of which they have little or no experience in handling. Indeed, some organisations are hit several times and seemingly fail to learn by their mistakes.
Why crises are often badly handled
In many crises most of the initial information is rumour or conjecture. Everything has to be dealt with at several times the speed that your people are comfortable with and the world’s media may be watching your every move, ready to report each mistake.
Why you need to plan
As can be seen by the way that most organisations handle crises, the “we’ll muddle through” approach is almost always paid for in damage to corporate reputation and management credibility. There is only one solution: you need to prepare. A flexible plan can enable you to successfully respond to a wide range of situations.