A crisis is a bad time to start thinking about getting help from a media relations or public relations firm. The last thing you need is the extra burden of hiring a consultant while the media is knocking at your door.
So, why is it that that's exactly what happens? We've had several instances in the past year alone when we've been approached after the crisis has already emerged. We're glad to help, but it can be very difficult playing catch-up.
The best approach is to bring on a firm when things are calm so that cooler heads can map out a crisis communications plan. You may not think of everything that can go wrong, but it's a good start. Then, if things go south in a hurry, you avoid panic. You know what to do.
You're outside firm can step in right away and deal with reporters, message development and overall communication strategy while you and your team handle the emergency.
Best of all, your chances of handling the crisis improve dramatically.