Unless you have been living under a rock, you’re probably well aware of the recent barrage of troubles afflicting corporations and celebrities. From Tiger Woods to Jesse James, to the more serious product recalls of Toyota and Infantino Baby Slings, crisis situations are keeping public relations professionals on their feet.

Thanks to the advancements of media technology it only takes minutes for news of a corporation’s debacle to become public knowledge.  This instantaneous communication that we have all become so fond of is presenting new challenges for PR professionals.  A public relations practitioner’s ability to act effectively and timely under pressure could mean the success or detriment of their client and ultimately their career.

University of Oregon’s senior instructor of public relations Tom Hagley writes in his new book, “Case Thirteen Crisis Preparedness,” about the importance of having a preparedness strategy in place for any number of potential organizational dilemmas.  He argues that it is essential for organizational leadership to prioritize crisis preparedness on the same level as their core operating strategies. Hagley proposes that the key to managing crisis lies in having an “operational preparedness framework.” This framework Hagley says, would allow for management to quickly recognize, contain, and resolve any situation that could potentially put the organization’s management into public view.

A quick and effective response is key to a successful outcome. When a preparedness strategy is on hand for potential crises, the organizations ability to come out on top in the opinion of the public can be significantly increased.  Hagley makes the claim that when crises occur, 90 percent of the crisis time is spent debating how and what to communicate. Perhaps this was never more apparent than in the recent Tiger Woods crisis when his public relations team allowed a 13-hour lull in releasing a public statement after his car crash. The unfortunate reality is that this lack of a quick response allows for a mountain of Internet rumors to build and influence public opinion.

While the magnitude of a Tiger Woods dilemma is not a crisis most PR professionals will deal with during their careers, being prepared for one of this scale can make all the difference in how you and your client fare during a crisis situation. Implementing a crisis preparedness strategy will help your client and you come out on top.

– Jenae Lopez, Account Executive