A product-damaging crisis can mean the end of a company. A product damage crisis (even if considered to have a low probability of occurring), can have serious consequences for a company if not managed correctly. For this reason, potential risks associated with a product should be monitored on an ongoing basis. So much so that, without warning, a product-damaging crisis can turn into a catastrophic incident that can quickly destroy a company's future. Given that crises are often difficult to anticipate and prevent (Vassilikopoulou, Lepetsos, Siomkos, Chatzipanagiotou, 2008). Indeed, a crisis communications management plan is necessary, as it helps monitor and identify potential risks associated with a product. Equally important is that a crisis communications management plan includes strategic communication – blue print – crucial in a product damage crisis incident. Therefore, the objective of this paper is to explain the factors that contribute to a product damage crisis and how a crisis management plan is effective in the early stage of a product damage crisis incident. Once a product is discovered to be malfunctioning with the potential to cause injury or death to a consumer, that is when a product damage crisis has occurred. For example, there are some categorized cases that may define a product damage crisis. For example, natural disasters, workplace violence, rumors, ill will, challenges, technical errors, and human errors (WT Coombs, 2012) are just a few examples of crises. Regardless of the threat, a crisis can indiscriminately pose substantial risk to a company's reputation, credibility, consumer trust and financial future. of paper... overall implementing very meticulous business processes with sufficient “checks and balances” and reacting happily when, despite all precautions, a product crisis occurs that endangers the health of the company's customers, (p .). In exploring the components included in a product damage crisis and the strategies suggested in producing a crisis communications management plan, it was recommended that although it is accepted that a product damage crisis has a low probability of occurring occur, it can evolve into an emergency product damage crisis that could damage a brand. A crisis management plan has proven to be important in such an urgent situation as a product damage crisis event, on the basis that a crisis management plan structures particular systems and strategies that will help in managing media, concerns of consumers, the brand, the recall process (if relevant) and so on.