How to Practice the 10 R’s of Crisis Management

There are few certainties in ministry today. Unfortunately, one of them is the inevitability of a potential crisis occurring in our country, your community or even your church that could have a major effect on your congregation and even your reputation.

A crisis is an event, precipitated by a specific incident, natural or man-made, that attracts critical media attention and lasts for a definite period of time. Certainly, the COVID-19 pandemic qualifies.

But life is full of other types of disruptions, some seemingly minor in nature and others truly of a global scale. In between those two bookends are countless events that require leaders to be at the forefront in communicating to their organizations, the community, and the greater public.

When your church finds itself in the midst of a crisis, the ripple effects can disrupt lives and operations for the foreseeable future if public opinion is not properly addressed and stewarded.

Skillfully managing the perception of the crisis can determine the difference between an organization’s life or death. In the pitched battle between perception and reality, perception always wins.

There is a solution – you can prepare for the inevitable crisis by proactive actions that will help in preempting potential crises or help make them shorter in duration. Finding yourself in a crisis situation is bad; not being prepared when a crisis occurs is devastatingly worse.

THE QUICK SUMMARYCrisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies by Edward Segal

How many splashy scandals and crisis situations have befallen companies and public figures in the past week alone? How did the organizations and people at the center of those crises manage the situation? Did they survive with their reputations intact or are they facing an ongoing public nightmare that keeps building on itself in the era of social media?

This new book from veteran public relations expert Edward Segal is based on the following premise: it’s not a matter of IF a scandal or crisis will hit, it’s WHEN. How a company deals with it will have lasting impact on their reputation, profits, and more. But for most organizations, when a crisis hits, they’re caught off guard and ill-prepared. While essential, crisis plans are worthless unless properly executed, as the stories and examples featured throughout Crisis Ahead attest. Edward Segal’s vivid and memorable accounts underscore the benefits of practicing and updating crisis plans at least once a year. The book also includes a template for creating a customizable crisis management plan, and a list of the early crisis management lessons to be learned from the unfolding COVID-19 pandemic.

Crisis Ahead is for CEOs, senior staff, corporate communication professionals, HR and legal teams, boards of directors, and front-line employees who need to know what to do in the moment: what levers to pull and what moves to make in real time when faced with a crisis, scandal, or disaster. This book is written with the need for speed in mind. It’s concise and practical with a light touch and occasional humor to help people on the front lines prepare for, survive, and bounce back from a crisis. It includes dozens of anecdotes, stories, and lessons about how companies, organizations, and individuals – ranging from Amazon, Apple, and the European Union, to Disney, Starbucks, and entrepreneur Elon Musk – have prepared for, created, managed, and communicated about crisis situations.


According to author Edward Segal, most organizations have not dealt with a crisis before, and certainly not one like the COVID-19 crisis. As it continues to unfold, it’s clear many organizations are flying blind.

If your organization doesn’t have a crisis plan, it’s time to make one now. Letting people know you have a plan for dealing with any type of disruption or crisis can help provide a level of confidence that you know what you are doing and are doing it in a logical, comprehensive, and coordinated fashion.

It’s not a matter of if companies will face a crisis, but when they will, where it will happen, how bad it will be, and what they will do about it.

There are several major steps you can take to help ensure that you are as ready as you can be for any crisis. Here are Segal’s “10 Rs of Crisis Management.”

Risk. Identify the risk triggers that would cause a crisis for your organization.

Reduce. Take the steps that are necessary and prudent to lessen known risks.

Ready. Have a crisis plan in place and ready to implement when it is needed.

Redundancies. Have back-up and contingency plans in case they are required.

Research. Get all the information you can about your crisis, including details about what just happened, is happening now, or you expect to happen.

Rehearse. Practice implementing your plan on a regular basis—at least once a year.

React. Activate your plan when necessary.

Reach Out. Immediately communicate with those who are affected by or concerned about the crisis.

Recover. Know how you would bounce back from a crisis.

Remember. Keep in mind the experiences of those who have already gone through a crisis.

Edward Segal, Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies


Set up a time with your leadership team to review your organization’s preparedness through the lens of the 10 R’s of crisis management listed above.

First, copy and distribute this page to all of your team, asking them to read it in advance of the meeting.

Second, write each “R” word on a chart tablet, two or three per sheet. Beginning at the top, use the accompanying phrase to discuss as a team how your organization has addressed or is addressing the situation. List any current actions with a green marker, and any actions that need to be done with a red marker.

Finally, after you have worked through the entire list of 10 words, go back and as a team assign responsibilities for each item in red to a specific leader. Ask them to prepare a preliminary plan of action and report back to the team within 10 days.


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