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Senior management at most companies likely doesn't think of public relations as a major component of their companies' security, such as property-protection or internal security, but they should. Having a plan in place in case of a public-relations crisis is the primary purpose of Crisis Communications Management, an emerging field assuredly gaining more attention.

Senior management at most companies likely doesn't think of public relations as a major component of their companies' security, such as property-protection or internal security, but they should. Having a plan in place in case of a public-relations crisis is the primary purpose of Crisis Communications Management, an emerging field assuredly gaining more attention.

The nature of the news-media cycle means items highlighting public-relations disasters are getting higher-profile placement. With Internet services such as Facebook and Twitter, an article or even unfounded rumor can work its way through the networks in minutes, reaching millions. If you think it can't happen to your company, you're wrong. Something as minor or seemingly inconsequential as an innocent mistake or problematic judgment call by an employee can spell trouble. Consider these recent examples: - Ritz Carlton had to do a mea culpa to its customers after a marketing firm the company used, Epsilon Management Data, was hacked and the email information for millions stolen. - Comedian Gilbert Gottfried lost his job as the voice of the Aflac duck after he tweeted multiple jokes about the disaster in Japan. - A National Public Radio executive was hoodwinked by a conservative activist posing as a reporter, who seemed to prompt him into making controversial statements.

It would not be a stretch to state that incidents such as these - although perhaps not all as high profile - occur daily throughout the U.S. What happens next for the companies is less predictable. A poorly handled crisis can easily lead to a tarnished reputation and diminished revenue, especially if the public or client base associates the company with the perceived transgression. However, Crisis Communication Management - which can be thought of as the emergency component of public relations - is proving an invaluable and absolutely necessary tool should something arise similar to the aforementioned circumstances.

Amid such scary stories, managers may be comforted to know that they have a weapon/antidote et al.: Crisis Communication Management. Initially a risk assessment is undertaken, pointing out areas that could be ripe targets down the line. Possible threats could include something as rote as a simple product recall to something as egregious as a vindictive former employee or reporter with an axe to grind.

After the risk assessment, consultants in Crisis Communiation Management offer services ranging from determining company messaging to internal crisis counseling to developing third-party alliances and even organizing crisis simulations for one's organization. At the higher levels of the field, the services are not only precautionary and reactive but also ongoing, offering repeat-assessments and executing reputation-management campaigns. It's important to note the extent to which the field has been embraced by a variety of companies (including hospitals), leading to repeat business, accolades and awards.

Above all things, remember: when dealing with reporters, "off the record" no longer exists.