A crisis is an event that occurs suddenly, often unexpectedly, and demands a quick response. A crisis interferes with normal routines and creates uncertainty and stress. A crisis can be a natural event, such as an earthquake or a hurricane, or it can be man-made, such as an explosion, a scandal, or a conflict. Ultimately, it can threaten the reputation of a top official and an organisation. Crisis management, however, can not only preserve reputations and credibility but can also enhance them?

The key to effective crisis communication is to be prepared before a crisis occurs. Once an emergency happens, there is little time to think much less to plan. Without a crisis communications plan, you can be overwhelmed by events.