The goal of crisis communications is to prevent a crisis from becoming a public relations disaster. The following tips will give you a head start in attaining that goal:
Respond quickly and helpfully to all media enquiries. Silence on your part will not make the crisis go away. It will only mean that your side of the story will not be told.
Never reply "no comment" to a reporter's question. You shouldn't give that answer at any time, but to do so during a crisis will make you appear uncaring, shifty and downright guilty.
Don't shift responsibility to others. The window cleaner under your employ may have fallen to his death because he was negligent in not properly fastening the scaffold. But to say publicly that he was at fault will only make you look bad - as though you were trying to find a scapegoat. And that would be an accurate assessment. After all, it's your responsibility, as the employer, to ensure that your workers are not negligent.
Assume a responsible position by:
1. Giving the facts as they become known, without being judgemental;
2. Taking charge by saying you will investigatge the cause of the problem and look for ways of preventing recurrences; and,
3. Expressing sympathy. | 
