Assemble your team and the gather needed intelligence. The issues management team should be comprised of legal counsel, the agent, in-house or outside communications professionals, and the coach or manager closest to the situation. Once assembled decide what is the issue. Who is involved? Why did it happen? Is the media aware of the situation? Who needs to be informed? Once the battleground has been surveyed, it is then crucial to reexamine any skeletons still in the closet.
Define the desired end game. The intelligence you’ve gathered will enable you to determine whether the goal of the crisis campaign is outright vindication, the quiet settlement of a lawsuit, or a public display of repentance. Each objective requires different communications strategies.
Anticipate problems. Use peacetime wisely and develop a playbook for all anticipated problems before an issue rises to the level of a crisis.
In summary, those in the public limelight need to have a crisis communications plan. It's not a case of cost, but a case of ignorance. Pro athletes need a crisis communications plan as much as nonprofit and for-profit organizations do.