The good news is that all 103 passengers and crew survived the crash of an Aeromexico flight that came down shortly after take-off from Gaudalupe.
That really should be all there is to say, were it not for the fact that passengers who escaped the aircraft took pictures of the crash and posted them online, even before the emergency services arrived.
That is how fast news travels today, via social media. Anyone with a mobile phone can be an on-the-spot reporter. For businesses considering their crisis management plans that knowledge should be an immediate jolt to review such plans and be prepared for immediate response. Even if only to prepare holding statements, to be used until facts can be ascertained.
How many businesses with, any sort of public profile, can say they are prepared for such immediate response? Waiting to have all the facts at hand is becoming a luxury that can make a public facing business look slow and disengaged.
Immediate review of public response protocols and standby statements should be, if not already done, an urgent priority.
It may be impossible to predict every eventuality but it is possible to be ready for the unexpected.
RMK+A has long experience in managing media and public response to significant situations and in providing businesses with the tools to react, in a reputation sensitive manner.