The Best Defense is a Good Offense in a Crisis

By Amy Nielsen

Gina Pappas stressed the importance of crisis control in an organization during the PRSA Nebraska Professional Development Conference.

Pappas is president of Albers Communication Group, a prominent public relations and digital marketing firm in the Omaha area.

During Pappas’ breakout session “Crisis Control: When Bad Things Happen to Good Organizations,” Pappas explained different ways to define a crisis, prepare for a crisis, handle a crisis, manage the media, evaluate the crisis management process and the best practices in crisis control.

“You shouldn’t wait until a crisis happens to start trying to fix it,” Pappas says. “You should have crisis planning as part of your fundamental communications strategy.”

Pappas says an effective crisis plan should seek to define all types of crises that can affect your organization, research how to reduce the risk of crises occurring, build a crisis management team and understand the target audiences of potential crises.

The goals of a crisis management plan should be to resolve crisis quickly and effectively, manage all incoming information and share what the audience needs to know. Additionally, the crisis management plan should protect employees, clients, communities, brand and reputation, and adhere to all laws, Pappas says.

“The best defense is a good offense,” Pappas says. “The best offense is a good defense.”