What to Do When You Find Yourself Advising a Company That Lacks a Crisis Plan, PR or Media Relations Pros

This month’s question stems from a scenario we heard about recently. A crisis communicator entered a potential crisis situation. The crisis pro didn’t know the company. He discovered it lacked a crisis communication plan. In addition, it did not have PR pros or media relations personnel on staff.

The respondent this month is Myra Oppel, APR, partner, Copperfield Advisory, who teaches crisis communication in the School of Professional Studies’ Strategic Communication master’s program at Columbia University. Her response was edited for space and clarity.

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Question: You’re called in for a crisis. The company lacks a crisis plan, PR or media relations pros. You’re starting from nothing.