Crisis communication has been an important topic for a dozen years or more, yet we still see companies/organizations failing to follow the basic rules for communicating in a crisis. They either don’t make plans or they fail to carry them out. You simply cannot plan for or respond to a crisis once you’re in it; you must have done this work prior to its onset so you can hit the ground running. Have you factored in the effect of social media on your crisis response? Who are your spokespeople? If you can’t answer these questions, and your crisis communication plan is a work in progress, read on.