It happened to Kraft Peanut Butter, to Pan Pharmaceuticals, to Heron, to Esso, to Garibaldi Smallgoods, to Westpac, to Perrier, to milk supplies in China, at Thredbo and along the coast in Queensland – to name just a few.

Crisis come in various shapes and sizes: they can be caused by natural disasters, plant explosions or fire, contaminated or defective products, labour relations issues, or by criminal minds.

A crisis involves more than the organisation itself: it contends with public safety, public confidence, media relations, government relations, law enforcement and cost considerations.

A problem or a crisis?

It is difficult to distinguish a crisis from a mere problem: all companies and organisations face issues and problems.  What make a problem into a crisis is the media, or, in some instances, the likelihood of media attention.

A problem becomes a crisis when the media announces its existence, or even potential, or when one fears the media will announce it.  And, of course, if a true disaster strikes, it is the media’s treatment that determines to a great extent whether a company has a problem or faces a real crisis.

There is no single way to solve a crisis, no recipe which will always work.  Each crisis is unique, and the solutions will depend on the particular circumstances.

There are at least five basic elements to good crisis management:

1. Advance planning

2. Availability of comprehensive information

3. Fact gathering

4. Fact sharing (internal and external communication)

5. Corrective action

A few things to remember

• Keep your eye on the ball
  Focusing solely on the media coverage of the crisis is a danger during a crisis. On the contrary, the company has to decide what to say to all important audiences, and to tackle the basic problem.
  
  
• Take responsibility
  Companies are expected to act responsibly.
  
  
• Take charge
  A team must be minding the crisis full time, while other people keep minding the business.
  
  
• Direct communication
  Direct communication is vital.  Key audiences must be identified and reached directly, not through the media.