Prepare to be blindsided

While crises can't be predicted, planning and preparation can make the difference between coming out on top or going under.A company's reputation is king, especially in the government market, where buying decisions hinge on past performance and trust. However, scrutiny reaches an extreme level when a crisis strikes, thrusting companies into the court of public opinion.Cancelled contracts, disgruntled employees, backdated options, security breaches, C-level employees facing lawsuits, classified information leaks, natural disasters, employee deaths ? all companies in the government space can encounter any of these crises and more.A crisis can be as simple as a lost laptop PC with classified information or as high-profile as employees arrested for illegal activities. Consider the multitude of negative headlines resulting from DynCorp employees' involvement with illicit drug trafficking and the more recent Blackwater scandal.Crises can happen to any company, even the most ethical and best of breed, at any time. What's more, a crisis doesn't stop with the loss of a contract; it can cause irrevocable damage to a company's reputation, brand, revenue and valuation.The only certainty a company faces when dealing with a crisis is that it will occur when least expected - and being caught off guard can be the kiss of death.The public, including media and key stakeholders, demands an immediate response during a crisis. The expectation of instant action requires reactive decision-making. But there are many proactive tactics that companies can employ before a crisis erupts.By planning in advance, companies can develop an effective, comprehensive crisis management plan that enables an immediate, transparent exchange of information when a crisis does occur. Developing proactive response strategies can mean the difference between successfully maintaining control over a crisis and simply surviving it.While the case for effective crisis communications is evident, the action plan may not be as straightforward. What should a company plan for? How should it plan? Who should do the planning?The overarching goal of a crisis management plan is to provide a blueprint for the company that will establish and maintain control over the messages and information given to the public during a crisis. A comprehensive crisis management plan will take into account all possible situations, all potential publicity and all influencing factors.In the event of an emergency or controversy, a crisis communication plan specifies policies and procedures for the coordination of communications in the organization and between it and any relevant parties. They include customers, prospects, shareholders, regulatory bodies, employees and the media.When developing a crisis management plan, there are some important aspects to consider: Control is the key to managing any situation. As all successful managers know, control is a direct result of comprehensive planning and preparation. Crisis planning and management is no different. It is more than a binder on a credenza or flying in a troubleshooter when the phone rings.When a company's reputation and valuation is on the line, everything is at stake. Taking strategic action to prepare a comprehensive and effective crisis management plan ensures that a company will be prepared to weather the storm, saving its brand equity, reputation and future.