Preparation is always better when done in advance. You prepare for competition. The same should hold true for a crisis. When strategies and procedures are in place prior to the event, your energy can be focused on finding solutions.

For any organization to effectively beat a crisis, it first needs to define crisis and crisis planning.

Crisis:

A Crisis is a turning point for better or for worse; a decisive moment or crucial time. It is brought on by an issue or event that has potential for wide spread, long lasting impact. Crises require the attention of senior level executives within an organization.

Crisis Planning:

"A Crisis Plan is a tool that equips your employees to respond
quicker, better and with confidence that they're following your lead."
--Kathleen Hessert

A customized Crisis Plan (easy-to-use document) in place prior to a negative situation includes:

* well defined organizational strategies,
* specific procedures to speed and improve response,
* measures to enhance a positive image and
* time and money saving approaches to a variety of problems.

A Crisis Plan when used correctly will alert people when they need to be alerted and calm them when they need to be calmed. It will philosophically and technically set priorities guiding proactive and reactive resources.

The following give a clear picture of what constitutes a formal versus informal Crisis Plan.

Formal Crisis Plan:

• details the organization's crisis response philosophy
  
• defines the parameters of precrisis and crisis situations then gives examples
  
• sets guidelines for how to handle each stage of the crisis and assigns specific responsibilities to specific people.
  

Informal Crisis Plan:

• discusses a specific volatile situation or issue
• considers general guidelines but limits the scope of planning
• doesn't designate procedures or who is responsible for their use
• doesn't have written guidelines for future reference
• doesn't adequately assess the organization's real risks or allocate resources to deal with them.

GWAP (Goal Without A Plan) = Informal Crisis Planning