Crisis and disaster communications are often a subject addressed when it is too late … when a crisis has already occurred. According to William Mills Agency expert Kelly Williams, some crises are minor, but some are quite severe, and planning is necessary for any and all incidents from one extreme to the other.  How a company reacts to crises as they occur communicates a great deal about the organization, its priorities and its leadership to the marketplace.  Plans are not only to protect a well-built brand and image, but also to quickly and effectively help people at times where all might seem lost.