"I think first of all, it's a mistake not to respond to media," he says. "Sometimes, given the situation, PHI or whatever it is, we may not be able to answer every question, but I will tell them what I can. Even if you have a one- or two-person shop, it should be on your priority list. We'd much rather be in the story than the story take place without us."
Planning for a crisis, whether it's a natural disaster or a PHI breach, is the kind of process that you will probably do with your fingers crossed in hopes the plan doesn't have to be put into action; however, building a crisis communication plan that has a solid framework and is adaptable will be the beacon you look to when the inevitable happens, so be prepared.
"It has to be a living document that can be changed when needed," says Wakefield. "Be flexible, but thoughtful, about your flexibility."