In the context of a wider environment of uncertainty, organizations need to adapt. More and more threats are expected to impact reputation and trust in the medium term. It is crucial to address this with increased capacity to communicate transparently, regularly and credibly, with the right channels.

A crisis can be defined as a critical event or decision point that, with lack of proper and timely handling, can have a negative and significant impact on an organization's business, people and/or reputation, and may even jeopardize its continuity.

Crises test a company's preparedness and ability to respond, testing its ability to respond. modus operandileadership, values, culture and reputation, and organizations are obliged to prepare for events that may compromise their continuity.

It is important to be aware of the internal and external environment and circumstances, anticipate any risks that may affect the company and prepare an adequate response to them. Hence, a Crisis Management Plan is a preventive and combative tool at micro and local level, and aimed at avoiding macro and global damage.

Among the basic rules and recommendations of a Crisis Management Plan is to define one or more company spokespersons and that they should be provided with accurate information and thus avoid premature or unauthorized dissemination of information. Then, establish the strategy, rules and procedures to deal with the risks. mediaby providing them with briefings and updates expressing the positive side of efforts to resolve a crisis.

Not commenting or speculating on an ongoing crisis on social media is elementary and in case of contact via social media platforms, a response should be validated by the marketing or communications manager. The organization should define a policy and guidelines for social media.

Internally, when and where appropriate, you should report a problem or potential reputational risk to the firm. Depending on the situation, this should be reported to specific managers and/or teams or to the entire workforce, with a requirement to provide a factual account of the situation: what is happening and why the organization is involved.

In summary, a Crisis Management Plan is a reinforcement of processes to ensure clear methodologies are shared and understood, communicating proactively or reactively with clients, promoting and protecting the firm's reputation, ensuring continuity.

When a crisis is well managed, through the credibility generated by an adequate and serious response, with a Public Relations professional responsible for balancing the expectations of the stakeholders involved in the creation and perception of value, ensures the continuity of an organization's reputation.

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