And when crises come, usually without warning, you better have a plan of action in place. Reputation, business, customers, brands, companies can be lost in a matter of hours without proper communications practices in action in a timely manner in the aftermath of crisis.

The size and reach of your company, and the size and affect of a potential crisis will determine the breadth and sophistication of your crisis plan.

But the fundamentals apply to all crisis plans:

• Have a crisis plan (updated annually) and crisis management team
• A company spokesperson should be identified and trained
• Have key messages prepared for anticipated crises
  - The most important thing you want the reporter to know about an issue
  - They answer the question, “what do we want the public to know about this issue/story/controversy?
• Be the first source of information
• Express empathy early
• Show competence and expertise
• Be honest and open
• Never speculate
• Avoid technical talk
• Be positive
• Have one social voice

Anticipation and strategic planning are essential to a good crisis communication plan. Get one. You never know when a crisis will call – and yes, you can talk.