The Scout Motto Is True: Be Prepared

In the wake of the public relations debacles with Pepsi and United Airlines, businesses – whatever size – should examine their own crisis communications plans, or work with a PR professional to develop one.

While the exact crisis may not be known, the fundamental framework can be put in place. Issues can take many forms: financial and cyber fraud, crime, injury, lawsuits, maritime and industry catastrophes, product recalls, sexual misconduct, weather disasters and more.

All require an understanding of the corporate culture, a crisis team, a strategic process including social media, a media-trained spokesperson and a public relations/media relations expert.

– Betsie Gambel, Gambel Communications