This week's reading has led to some interesting topics, which this short article will attempt to discuss. Some of the points covered while reading are: the benefits of being proactive, what is a crisis and what are the types, the value of a crisis communications plan, the characteristics of a good spokesperson, the importance of a crisis management team, knowing your audience, your audience's core values ​​and the importance of being proactive with the media. In today's fast-paced world, it seems like we no longer have the time to accomplish the things we need to do, let alone waste time thinking about them. things that may never happen. However, this could lead us to always be on the reactive side of the crisis, rather than the proactive side. “Smart organizations take a proactive approach. They take the time to think seriously, as a leadership team, about the types of things that could turn into a crisis. It's not difficult. Simply gather the key players and spend half an hour thinking about what could be going wrong here (Hoffman 2011)? » These types of businesses take the time necessary to be on the same page when it comes to planning and acting in a crisis. During the crisis, now is not the time to do a team building exercise. It is time to put into practice what has already been discussed and planned. So, what is a seizure and what are the types? Well, according to Judith Hoffman, a crisis “is a problem of such magnitude that it interrupts your ability to do business (Hoffman 2011). » It could be anything, a server outage or a simple power outage. Now, what are the types or categories of crisis? Well, according to Hoffman, there are five different categories of crisis, and they are: sudden emergencies, creeping crises, predictable crises... middle of paper ...is this important to them? Spend time thinking about the answers to these questions to save yourself a lot of trouble in a crisis (Hoffman 2011). These questions will prepare the spokesperson, or anyone for that matter, for the media frenzy. In the media frenzy, this is not the time to fly away. It's time to be professional and bring your "A". Another key step that corresponds to preparation is being proactive with the media. Sometimes planning and being proactive can save you from a media crisis. If a company does not properly and proactively manage the media, “it could harm employee morale, your company’s reputation, and even your bottom line (Hoffman 2011). » Works CitedHoffman, Judith C. Keeping your cool in the hot seat: dealing effectively with the media in times of crisis. Highland Mills, NY: Four C's Pub., 2011. Print.