The document discusses the importance of crisis management planning. It states that developing a crisis management plan in advance, before a crisis hits, is crucial to effectively responding to emergencies and protecting a company's reputation. The company Devine + Powers offers crisis management workshops to help organizations determine their risk areas and develop response protocols, draft crisis management guides, and train executives and communications teams through media relations techniques and crisis drills. Their goal is to prepare clients to navigate crises effectively if avoidance is not possible.