A crisis can happen anytime, anywhere to anyone. When it does, the news media will learn about it. When they do, the way you respond to them will dictate how the public responds to you. Because a crisis will never happen when you think it will, it is imperative that you have a crisis communications plan that you can apply immediately.

Here are a few points to follow when developing your plan:

BEFORE A CRISIS HAPPENS

• Create a crisis team - Now. Dont wait until there's a crisis to determine who needs to be involved.

• Establish a crisis center - Now. Don't wait until there's a crisis to make a decision on where the crisis team should gather.

• Develop crisis materials. Have important information prepared. That includes a roster of the crisis team, a current media list, fact sheets about your operation, positive statistics and anything you think would be helpful during a crisis. All members of the crisis team should have this information at home, at the office and in their cars.

• Appoint a spokesperson. This person should be prepared to respond to all media questions and requests. That will streamline your communications and limit the possibility of erroneous information being given to the news media.

DURING A CRISIS

• Call your crisis team into action. Develop action steps and craft a message.

• Don't lie. Many people want to stretch the truth or lie when asked tough questions during an emergency. Never lie. Any lie you tell will make matters worse. If a situation is negative, accentuate the positives. If you're asked a question but don't know the answer, say you'll research it and get back to the person who asked the question.

• Stay calm. Depending on the severity of the situation, the news media may start firing questions at you. By keeping cool you focus on your message and reduce the risk of becoming rattled.

• Be responsive. It's OK to say "I don't know". Always follow that with "But, I will find out and let you know."