ABSTRACT
Reacting with the appropriate response in a timely manner is the most challenging element of crisis communications. This is given that behavior precedes communication. In an emergency, delayed or inappropriate responses can cause late reactions by those needing the information. It can also mean embarrassment, prolonged visibility, and potential litigation for the sender. Helping decision makers understand the impact of an inappropriate or a poorly crafted crisis response before a crisis occurs is a strategic move that a public information practitioner can offer before an event occurs. This is part of a proactive approach to effective crisis communications. How communications is managed in a crisis can become a career-de—ning moment for decision makers and an opportunity to promote the strength and goodwill of an organization or ruin its image.
