Нужен перевод, пожалуйста.   Time is at a premium during a crisis, so it is essential for companies to plan ahead. "In a world where the wrong split-second decision can cost a company millions in negative publicity, not being prepared is not worth the risk - to executives or the companies they work for."4 Many companies today recognize this and have in place a crisis communication plan that outlines the steps to be taken during the first few hours of a crisis. They spell out the who, what, when, where and how the company should deal with the crises. The best plans produce many of the materials necessary ahead of time, including initial official statements, press releases, fact sheets and backgrounders so that the missing information simply must be inserted and the materials are ready to go. A good crisis plan is "everything you need in one place so you don't have to search - because you may not have time to search.