Tips for Communicating in a Crisis.

Paying attention to recent events, you know that crisis can strike any time. It can happen to you. Exxon didn't anticipate Valdez. Enron didn't expect scandalous headlines. Prepare now or be dragged through the media ringer later.

August, 2003 -- Paying attention to recent events, you know that crisis can strike any time. It can happen to you. Exxon didn't anticipate Valdez. Enron didn't expect scandalous headlines. Prepare now or be dragged through the media ringer later.

Identify Your Crisis Team and Protocols. Using a group of senior executives with the CEO, PR and legal counsel as chief advisers, develop a plan, including a "tree" of who to call if there's an actual or potential crisis.

Identify and Train Spokespersons. Many execs are not very effective communicators. Aggressive reporting and not knowing how to get "the most important news" to the media can be devastating.

Identify and Know Your Audiences. Determine the best messages and methods to reach each group.

Anticipate Crises. Be proactive and brainstorm. Modifying operation methods prevents crises. Layoffs, acquisitions and other news should be planned.

- Jonathan Bernstein of Bernstein Communications
Jason Mudd of Jason Mudd & Associates