It depends on your internal capabilities and how important the plan is to you. It has been our experience that even major organizations with large public relations staffs often need the outside objectivity and expertise they can get from trained crisis management professionals. Experience is by far the best teacher in dealing with crises, but gaining that experience on the job is too costly for a business with its reputation and financial future on the line. Usually it makes sense to go to people who already have the experience. Whichever way you choose to design your crisis plan, you should start by thinking of all the things that could pose a crisis to your organization.
Crises are non-discriminatory.
They can hit any of us and when we least expect them. Just ask the people who were involved with the Sudafed, Tylenol or Perrier crises. Or ask Victor Kiam or John Sununu. Some crises arise because of a conscious business decision on your part. You make the decision knowing it will create public relations problems for yourself.