'Everybody has a plan until they get punched in the mouth.'
An excellent nugget of wisdom from boxing legend Mike Tyson. But you don't need to be heavyweight champion to understand where he's coming from.
In this episode on the golden rules of PR, David Yelland and Simon Lewis look at the importance of crisis planning - and why it's very common for those plans to go out the window the moment the crisis actually hits.
You might not be able to rehearse exactly what's going to happen but you can take steps to prepare for the worst.
David and Simon explain why it's vital to know who you can trust BEFORE the crisis hits -and why just turning your phone off and hoping everything will be ok probably isn't a smart move.
There's also talk of Simon hiding in a nuclear bunker.
Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4