Perhaps the most obvious advantage is that it can help you effectively manage and respond to a crisis situation, minimizing the damage to your organization and its reputation. Planning ahead, which is one of the key characteristics in crisis communication, will also help you to anticipate and prepare for potential crises, identify key stakeholders and develop appropriate messages for each group, manage incoming information during a crisis situation ,coordinate efforts among various departments within your organization, and evaluate the effectiveness of your crisis response after it has subsided. Simply put, having a well thought out plan can mean the difference between successfully weathering a storm and being overwhelmed by it. If your business is not prepared for public health emergencies such as the Covid-19 crisis, now would be a good time to plan for any other disasters that might occur in future.