When a crisis first hits your organization, always refer to your emergency policies and procedures that should be in place.
Keep in mind that eighty percent of your crisis communications procedures should work in most cases. But the fact is that few procedures will be right for every situation when dealing with a crisis.
Crisis has the ability to take on an energy of its own that can force leaders to change direction or even add another action.
Don’t wait. Create communicaton response statements and take action as quickly as possible.
Implement both internal and public responses.
If your organization messed up, admit it. Own your mistakes and tell the truth. No blaming or making excuses.
Summary: In a crisis, take communication action quickly. Control the narrative. Always be honest.