All organizations will be challenged by the unexpected. In today’s social-hungry media culture, it won’t stay a secret for long. Better to have a pre-planned action plan and communication response plan and stick to it. Last year, Forbes listed the Biggest PR Crises of 2017 –– from Adidas and Pepsi to FoxNews and United Airlines. Now is the time to identify ten to twenty potential scenarios that are possible, however unlikely, to affect your organization and develop a crisis playbook. Without a crisis playbook already in place, chances are your organization will panic, misstep and emotionally respond (or not at all), and that can impact the brand’s good faith, leadership team’s credibility, company valuation, client perceptions, staffing and team morale, to name a few. Make it a goal to have in place your organization’s crisis playbook before the end of the year and then, when something happens, stick to the script.