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Crisis is so much on my mind these days, particularly as we all react to the terrible events in the aftermath of the Haiti earthquake.

I’m often reminded in these times about the crisis of public perception. For many, it may not be life threatening like a natural disaster . . . unless it’s your business lifeline (a.k.a. bottom line). There are so many businesses that avoid planning for a crisis. It’s as if “plan” is a four-letter word.

Schools and universities now have to have comprehensive contingency communications plans for mass shootings . . . something unheard of a decade ago. Businesses must contend with news – good or bad – being on the street and on YouTube before the executive team even convenes to ready a response.

Why is it that businesses that normally think of themselves as fast, flexible and forward-thinking are so reluctant to plan for the unplanned?

Most, I suspect, think the really bad stuff won’t happen to them. Perhaps that’s what Tiger Woods thought, too. His crisis of public perception is, in large part, a failure to communicate.

Businesses frozen by fear usually fail to communicate, or communicate well, too.

So this new year, I hope every business will resolve to develop a crisis plan. Our company has one now, I’m proud to say. Next time, I’ll offer six quick steps for developing a crisis plan.

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