Crises happen to every business eventually — customer complaints going viral, employee scandal, data breach, product failure. Having a plan before they hit prevents reactive damage during stressful situations. Most businesses don't plan; they react.
What to plan
Who speaks for the business publicly. Channels for communication (email, social, website, press). Template responses for common crisis types. Specific advisors to consult (legal, PR, technical). Internal communication plan for team.
What to consider for each crisis type
Customer complaint going viral: acknowledge fast, fix specific issue, follow up. Data breach: legal obligations, customer notification, technical fix. Product failure: recall protocol, customer communication, refund policy.
One quiet afternoon spent on crisis planning saves significant stress when actual crisis hits. Most crises that destroy businesses do so through poor handling, not the underlying event.