WASHINGTON - One of the most important things companies can do when they learn about a crisis that affects their business is to respond quickly and appropriately, according to crisis management expert and author Edward Segal. Depending on the nature of the crisis, Segal said that reacting quickly can:

1. Show that companies are aware of the problems or issues
2. Demonstrate that the organizations are trying to take as much control of the situation as possible
3. Help protect the best interests of stakeholders and target audiences
4. Mitigate the impact of the crisis on companies
5. Provide confidence to others
6. Prevent the crisis from getting worse
7. Help organizations put the crisis behind them as soon as possible

Segal said that the recent outbreak and spread of the coronavirus infection is a case in point.

"Many corporations, organizations, and governments around the world took action as news and information about the disease became known," he said.

"For example, Apple temporarily closed their stores in China. The company told CNN that 'Out of an abundance of caution and based on the latest advice from leading health experts, we're closing all our corporate offices, stores and contact centers in mainland China through February 9. We will continue to closely monitor the situation and we look forward to reopening our stores as soon as possible.'"

Segal noted that, according to news reports, the World Health Organization declared a global health emergency, governments were evacuating their citizens from the Chinese city where the outbreak originated, airlines suspended flights to mainland China, and researchers announced they were working on a vaccine.

How quickly will other companies and organizations respond when — not if — a crisis strikes? The answer depends on the steps they take now to prepare for the inevitable, he noted. "Having a crisis management plan in place — and testing it on a regular basis — will help ensure that organizations will know what to do, when to do it, why to do it, how to do it, where to do it, and who will do it," Segal said.

Segal is the author of the forthcoming book on crisis management: Crisis Ready — 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies (Nicholas Brealey/Hachette Distribution). Learn more about the book and Segal at GetCrisisReady.com.