"If every CEO in America isn’t sitting up and thinking what will I do on the very worst day when one of my employees is caught on video behaving badly, they have made a colossal mistake," Denterlein President Diana Pisciotta told NECN Business last night. The United Airlines crisis communication gaff this month caused major public outcry and a plummeting stock price -- all of which could have been avoided with good crisis communication planning, Pisciotta said.

Viral videos can have a devastating impact on reputation and the bottom line - as of April 12, United's losses were estimated at $255 million. How can every CEO avoid a similar fate? Follow these tips:

• Always have a crisis plan, and update it regularly
• Be ready to respond instantly and with impact
• Remember the key components of any public response to a crisis: Be personal, compelling and authentic
• Don't push blame onto others. Take responsibility.

Learn more about reputation risks and crisis communications.

Learn more about the Board of Directors' role in crisis management.