Creating an effective crisis communications plan starts with crafting positive public perception.

One way to ensure that you have some control over perceptions is to build strong relationships with the local media over time before the crisis ever happens. This ensures that when a crisis does occur, your media contacts are likely to be more respectful of the range of issues you are trying to address. It also adds to your credibility. Generally speaking, they need you almost as much as you need them. And in a crisis situation, they may actually need you more because you hold the key to their opportunity to tell a really big story and get some national exposure (and maybe even a Pulitzer Prize from it!). Remember, reporters are trying to get their name out in the journalism industry just as much as you are working to get positive coverage for your company.

For tips on including media communication in your company's crisis communication plan, read Crisis Communication Planning: Organizing and Completing a Plan That Works
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