Crisis? What Crisis? How Businesses Can Prepare for and Manage Unexpected Events

Do you have a crisis plan for your business? Anecdotal evidence indicates varying numbers for those who do, or do not. But one message is clear: consumers believe businesses should have one.

These consumers are increasingly intolerant of brands that mishandle incidents—and many are quick to switch to competitors.

This book offers practical guidance for business owners and managers on handling crises, with a strong focus on communication. It emphasizes the need for thorough preparation, outlining what to say, to whom, and how to manage messaging throughout a crisis.

Included are actionable steps on messaging, training, team coordination, media management (including social), and recovery. It also draws on numerous real-world examples—both good and bad—from around the globe.

Author Ralph Jackson has spent over 30 years advising businesses in the UK and internationally on crisis communication. A former policy lead at the FSB, he has held senior roles at WPP, Lansons Team Farner, and now operates as Ralph Jackson Consultancy. Ralph also advises on public policy strategies and lives in Oxfordshire.