The management of communication is an unimportant variable. On the one hand, can work out gracefully or, conversely, exacerbate the situation. The managers of many companies are susceptible to these situations. They think that these are situations for other companies, not yours.

Come from away that possibility and is not even considered on its annual communication plans. There are large companies that do not even have a formal external relations department could take charge of crisis management. For some, the crisis may affect the positions of the hands of individuals or organizations. A manager could be forced to resign and a president to relinquish office. For example, a crisis may break out following an accident, a large strike, damage to the environment, the statements of one of its members, financial position or information leaked.

I will mention several examples of cases that have occurred in several countries in Latin America: 1. Rumors of bankruptcy of a very strong bank: The bank really was not bankrupt, but the rumor was that depositors make massive withdrawals, that it led to bankruptcy and closure of the bank. 2. An accident at an international university with students from various countries. A foreign student was killed and made the private university was about to close with the consequent deterioration of its international image. 3. Chemical spill at a factory of adhesives and industrial adhesives: The pronounced environmental organizations calling for the closure and millions in compensation to employees and the city. 4. Allegations to the officials of a government institution has received millions in bribes to fix international bidding in the granting of international airports. 5. Mass poisoning from eating canned goods. The company that produces and distributes canned is forced to withdraw from the supermarkets and shops all its products, resulting in further damage and distrust. And I could mention hundreds of situations that could lead to a crisis with consequent damage to the reputation of the company. Go to ECRI for more information.

So everyone must analyze their vulnerabilities and potential situations become a crisis. There is no single definition, depends on each individual case and its context. The power, time, emotions and behavior are factors inherent uncontrolled crisis that must be analyzed in detail. Prevention is the best proactive attitude that officers of a company with potential risks should include in their projects. Undoubtedly, the crisis management experience shows but it is not necessary to come to this body if they can implement some strategies to prevent and respond to prior knowledge. Prevention, undertaken from this perspective, is transformed into a fortress. The combination of these variables in the hand of the principal actors in a better position to exceed the impact of a crisis. Prepare well in advance of a “crisis manual”, according to your needs, professionals in social communication, will help address the crisis in an organized manner.