There are three phases of corporate crisis communications: pre-crisis, crisis and post-climax.

The pre-crisis period is one of watchful awareness. We are aware that crises happen. The worst-case outcome for us is that we are surprised and unprepared for dealing with the crisis in communication with our stakeholders. We must look for red flags or prodromes. This is our ongoing, highly-focused and regular analysis through pre-crisis intelligence gathering.

The second way is through drills or exercises in which we utilize what we know, what we can reasonably predict, and what our resources and talents are; this includes a crisis communications plan with contacts and responsibilities. In the crisis phase, all elements of crisis communications are implemented, showing the company's response, commitment, competence and, in some manner, compassion. Two-way transparent engagement, both delivering and listening/answering, is paramount.

At some point in the crisis, there is a turning point. Something happens that lowers the previously sustained and rising tension. This is not the end of the crisis. It is the climax. The post-climax phase is anticipated during the crisis and is planned for. Following the climax, communications are focused on recovery — regaining lost reputational value, reasserting internal corporate culture values — and follow-through actions.

This work becomes the ongoing communications strategy. In this sense, crisis communications and its aftermath are evergreen. We are mindful of one fact. As Yoda might say, and an experienced crisis communicator has said: "There is no over."