Not If, But When: Why Crisis Readiness Is Non-Negotiable

Crisis Management | October 24, 2025

By Donna Moenning, Senior Account Director

Crises, though often unpredictable, are inevitable for any organization. The truth remains: it’s not a question of if but when they will strike.

For companies large and small, this reality demands preparation — not procrastination. A strong crisis communication plan is essential for maintaining trust, transparency and, ultimately, your organization’s long-term success.

Whether it’s an environmental disaster, a food safety recall, financial instability or a technological breach, a crisis demands that your organization respond swiftly. A well-crafted crisis communication plan not only safeguards an organization’s reputation but also ensures stakeholders remain confident in your brand and organization through turbulent times.

Potential Crises Every Organization Could Face

What is looming on the horizon for your business or organization? Crises can range from the internal to the external, impacting everything from operations to public perception. In today’s interconnected world, businesses across industries – especially those in food and agriculture – must prepare for a wide array of potential crises.

Here’s a snapshot of just a few that can impact the food and agriculture industries.

  • Food Safety Issues: Foodborne illness outbreaks and product recalls
    • ScienceDirect published a study in February 2025 showing recalls can cost food producers $3 million to $72.7 million per firm. There are additional financial impacts to others within the food system from transportation to retail.
  • Operational Challenges: Supply chain disruptions, workforce issues and regulatory changes
  • Technological Threats: Cyberattacks and data breaches
    • IBM estimated the average cost of a data breach in 2024 was $4.88 million.
    • Other industry estimates indicate that more than half of organizations experienced security incidents related to public cloud usage in 2024.
  • Natural Disasters: Earthquakes, wildfires, floods – damaging both infrastructure and reputation
    •  According to the American Farm Bureau Federation, natural disasters caused more than $20.3 billion in U.S. agricultural losses in 2024. FEMA estimates that the United States loses approximately $3.4 billion in agricultural value each year due to natural hazards.

Your business does not need to focus on all of these issues. Instead, ask yourself What issues are likely to escalate? Which ones will have the greatest impact on people and the business? What is the crisis communication plan for these risks?

Learn about Look East’s READY Framework in the playbook Five Essentials for Crisis Communication Readiness. The playbook includes:

  • 5 Crisis-Readiness Essentials
  • Risk Assessment Matrix
  • Message Development & Frameworks
  • Crisis Preparedness Checklist

Download the playbook.

 

To determine which issues will have the greatest impact on your business, we recommend leveraging input from your internal team as well as outside experts to help complete a risk assessment using a matrix to quantify risks and their impact. Understanding the potential crises your organization may face and mapping out their likelihood and impact is crucial. Once the top crises are prioritized, you can then develop meaningful steps and content to prepare for each scenario.

Procrastination is not an effective strategy for managing crisis nor are messages that have been drafted under the heat of unfolding circumstances.

We’re here to help – with risk assessment, crisis communication planning, spokesperson training and even facilitating a crisis drill.

Let’s have a conversation to assess your needs. We look forward to the discussion. Get in touch with Look East.