When a media crisis hits, often someone within the company or organisation was not only aware of the issues that led to the crisis, but could have done something to avoid it.

In this new media age, a large issue or crisis can be the explosive result of a relatively small spark, like a complaint that was not handled properly, a concern raised by an employee that was never acted upon, a false rumour that was ignored or a simple safety procedure that was overlooked.

Senior management are often caught off guard because they are not aware of unfolding issues at ground level. A ‘bottom-up’ culture will better protect you. When all in your organisation are encouraged to identify risks without fear of retribution or ridicule, and there is a clear escalation procedure in place, management can be ahead of the game. Don’t wait for a crisis to engulf you. Use your team proactively.