No matter how well you manage your business, at some point in a company’s life-cycle there will be events that are likely to evolve into a crisis involving the company’s public image. Having a team familiar with your company and your mission will ensure that at a time of crisis you have the support and representation needed to protect your interests.
When a crisis occurs management can miss communication opportunities because they are worried and either angry or fearful. A company that has a team in place to deal with any public affairs issue will benefit in the short and long term.
During a crisis, a companies reputation can be tarnished and personal or financial lose may result, that is why many companies retain a public affairs expert to protect your interest. Regardless of the nature of the crisis, managing it involves communicating with many audiences. Your stakeholders are multiple, both internal (your employees, their families, board members, alumni and other contractors) and external (clients, partners, suppliers, the media etc). For this reason, you need to present a strong message, and a message that will not cause more harm than good.