To prepare a client for a crisis, an agency should develop a 5-stage crisis plan including assessing possible crises, developing generic materials and communication channels, identifying spokespeople, and building pre-crisis relationships. The plan should identify a crisis communication team and clear spokesperson. When a crisis hits, the agency should issue an initial press release that tells all details fast and truthfully. Throughout the crisis, the agency must maintain clear messaging and establish media policies and procedures. After resolution, the agency should evaluate the plan's effectiveness and make improvements.