“No Comment”
Never say “No Comment”. Respond to media inquiries even if there is little to no information available at that time. Instead say “We’re working to learn more, we’re actively investigating, we will update you when we have more information to provide, etc.”
Pointing fingers or placing blame
Take responsibility for what happened, own up to mistakes that were made and let the public and media know that you’re working to rectify the situation.
Not making yourself available to the media
Respond to media inquiries in a timely manner. Be transparent and communicative by holding a press conference or welcoming an interview request.
Allowing others to explain what happened
If you do not tell your story about what happened, someone else will! It’s best to provide the information up front to ensure that the accurate information is what’s being shared with the public.
Not addressing the crisis
You cannot avoid a crisis by walking away or ‘burying your head in the sand’ – the crisis will not just go away. In an effort to be transparent and to instill trust in your stakeholders, it’s paramount to face a crisis head on.