While Tiger Woods' mystery accident saga continues, there are two big Public Relations lessons businesses large and small can learn. 

1. Crises occur out of nowhere. And they can happen to anyone. That's why it's important to prepare a crisis communications plan when times are good. The plan should identify potential crises your organization could face; the crisis team for each situation; the spokeperson; the possible statement; and information that would need to be gathered during the crises.
2. "No Comment" doesn't make the media go away. Organizations that try to avoid the situation will find that the speculation surrounding it just makes it last longer. Most of the time, it's better to address the situation head on, providing basic information, than say nothing at all.

Crisis communication plans along with media training for executive spokespeople are essential parts of every organization's public relations strategy. Take time to think through yours...before you have to use it.

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