Crisis communication encompasses both crisis preparedness and actual crisis management. Although not always predictable, crises can be anticipated and must be met quickly with straightforward, credible and media-savvy responses.

Proper preparedness and management can preserve and protect an organisation's reputation, brand equity and market share, as well as the confidence of customers, employees and shareholders.

Therefore it is essential for organisations to understand the issues and obstacles that can be encountered, learn how to identify potential risks and are able to respond to avoid or address a crisis.