A reality of the Information Age is that industries not previously thought of as media targets must also be prepared to deal with communications crises of all shapes and sizes.

In a recent issue of the National Parking Association’s PARKING Magazine, Levick Senior Vice President Gene Grabowski prescribed the basics of developing and implementing a crisis communication program that could one day spare the owners and operators of parking facilities across the country from reputation demolition.

Violent crime, vandalism, suicide attempts, and falling debris are just some of the problems that the parking industry must contend with on a daily basis. Even more destructive is the daily barrage of stories about price-gouging and the employment of illegal immigrants.

While it’s unlikely that PR agencies will be establishing Parking Practices in the near future, it is no less important for owners and operators to understand the effect that negative coverage can have on brand credibility and trust. The opinions of consumers, regulators, politicians, and community groups can have a tremendous impact on their bottom lines – and as such, a strategic response to a damaging story is not uncalled for.

It’s a new world with new challenges. Just because you’ve never been on the front pages before doesn’t mean you won’t be there tomorrow – so, be ready with a plan. It’s better to have it and not need it than to need it and not have it.