When a crisis affects your company, respond quickly and acknowledge what has happened. Gather the facts, identify who is affected and appoint one spokesperson to speak with the media. If you are still investigating, say so. A short, honest statement is better than silence while you work to understand the situation.

Show genuine concern for the people affected and explain what your company is doing to help. Give clear updates as new information becomes available. Avoid speculation, jargon and promises you cannot keep. If a journalist asks a question you cannot answer yet, explain why and commit to providing an update when you have confirmed the facts.

Prepare your spokesperson for difficult questions and make sure everyone in the organisation knows who is authorised to speak. Monitor media coverage and correct significant errors promptly. Throughout the crisis, focus on being truthful, consistent and accessible. How you communicate during a difficult time will shape how people remember your company long after the immediate crisis has passed.

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