Consumers now have the power to practically dictate how a product or service is provided, with their rapid turn of opinions, comments, observations, even disruptions, which may also lead to how products and services are to be developed to answer the discriminating requirements of customers.

All these come to a head during a crisis on your product, your service, that affects your much-prized brand reputation. What then, are the critical elements needed for how to best prepare to communicate during a crisis?