Being on the front-foot and reacting to any crisis is critical to saving and enhancing your reputation. Crisis communications immediately reverts to us working in a reactive mode, when naturally in our day to day working lives we are conditioned to be more proactive as we plan, engage and deliver.

Finding yourself in this situation is not easy, but after working in a financial press office during the 2008 banking crisis, I know how important communication is at a very difficult time. And more importantly, I know first-hand how you need to think on your feet and not leave anything to chance. Getting someone to draft statements for you or act as a counsel during this difficult period is absolutely crucial.

When it comes to the media in particular, it’s wise to have a party line or holding statement in place, just in case you find yourself in an untenable position around matters that involve office closures, announcing poor financial results or making redundancies, for example. This is something I can help compile, and in a short-time frame, as I’m aware of the importance when it comes to urgent journalist deadlines.

Being prepared and communicating with your stakeholders at all times is key.