"...so what does the six stand for in sixPR?" The secret is that I have a different answer depending on who is asking the question.Personally, my specialty is serving as a sixth man. A sixth man is a specialist and can be a game changer when a good coach knows when to call them up.Disasters in business, both the natural and the man-made kind, make headlines.As a business owner you would be remiss if you didn’t have a plan for data loss, technology down-time, employee succession, or shipment delays. But few businesses have a plan on the shelf in case of damage to relationships, which is the lifeblood to small and mid-sized companies. The preparations you make before the crisis, the responses you make during the crisis and the follow-up communications after the crisis make all the difference in the world.Six tactics to mitigate damage1. Get real | a crisis is no time to be vague or pretend it isn’t happening. Prepare to ask tough questions of yourself and your team because reporters will ask tough questions.2. Strive for message discipline | the message delivered externally should match the message delivered internally. Refrain from paraphrasing with employees as any deviation from the message is confusing.3. Drive diversity in distribution | remember your audience doesn’t receive information from a single source. The right message with the wrong delivery channel won’t resonate.4. Get serious | the tone of a response amplifies everything. Be a champion for investigating the issue, not for defending a stance. Use a response to reinforce your ethical business practices.5. Show the metrics | assessing the impact of your tough news on customers, prospects, and your employees is critical.6. Prepare for the next round | just because the first tidal wave has retreated doesn’t mean there isn’t an undertow. Your reputation, employee morale, and future sales are still at risk.