How high-octane practice drills can save you in a real PR crisis

Hospitals, police and fire departments stage simulations and practice drills to prepare for emergencies. Military units conduct combat exercises. Schools run regular fire drills.

Now, public relations and corporate communications departments are embracing practice drills that reproduce fast-moving PR crises—some with a frightening degree of reality.

Crisis managers typically prepare contingency plans for various scenarios—including a list of roles and responsibilities—but what happens when critics urge boycotts and reporters start calling? In this hyper-connected day and age, crises can quickly erupt and require an all-hands-on-deck response from human resources, brand management, lawyers, executives and possibly even the board of directors.

‘Blood money for ink’