You must integrate crisis media planning into your operations and make such crisis media planning an essential component of being a well managed, resilient organization.

What is a crisis?
Crises vary widely and can include
A natural disaster
An employee giving the media sensitive information
A fire in the business down the hall.
Crises come from almost any direction and can impact your safety, critical systems, resources and even company's existence.

If a crisis strikes your organization take these 11 steps.

1. Determine exactly what occurred
Determine what caused the problem and what impact it's having on your organization. Only when you know the true nature of the crisis and its extent can you deal with it. Separate rumor from fact.

2. You must have a crisis media team and a crisis media team leader
Crisis media team must work well together and offer an extensive amount of skills and knowledge. One crisis media team member must have the horsepower to make key decisions and authorize expenses.

3. Assess the impact throughout your organization
Determine the impact of the crisis on your organization. Was anyone injured? Are facilities or equipment at risk? Can you still provide essential customer services?

4. Create a crisis media action plan
Assess the impact of the crisis, and then determine what happens next to ensure no actions go undone or duplicated.

5. Create a timeline
Your timeline will be based on such things as staff and support availability, the arrival of needed equipment and the media's demands for information.

6. Put your crisis media plan into action
Communicate your plan to critical audiences and to those who will put into play. Such communication enables you to manage and remain ahead of the crisis and maintain a positive reputation in front of those who are watching you and need you.

7. Keep track of decisions, actions and issues
Maintaining a file of your actions will ensure all gets done on schedule.

8. Create communications
Communication is vital. You must update key audiences and individuals on a regular basis. Communicate the right information to the right people in a timely fashion. Development of a clear communications plan will support you in achieving this objective.

9. See to your staff's wellbeing
Your staff will be under stress. Your attention to your employees' wellbeing can also preclude problems their stress and confusion could cause.

10. Manage information
Managing the flow of information into and out of your organization enables you to develop and maintain a clear picture of what is actually happening and how you should be responding

11. Evaluate the crisis and your response when it is over
After returning to normal, review your actions and learn what to do and not to do the next time. Develop a crisis media plan if you didn't have one in the first place.

Source: Brian R. Salisbury link