Take a hard look at your company and examine potential problems. An experienced public relations professional will help you to create your Crisis Communications Plan. This contains four steps: First, collect information about the situation -- make sure you know the relevant facts. Second, appoint a Crisis Team -- these people will be responsible for handling the crisis itself. Third, appoint a spokesperson -- this person will typically serve as the point of contact between your Crisis Team and the media. Fourth, identify your key audiences -- your customers, employees, salespeople, and the media. If the worst should happen, don't panic. Take a deep breath and collect your Crisis Team. Examine the situation quickly and decide on the appropriate action, as well as the message you want to send to your customers, your employees, and the public in general.