1. Assemble a small team, including counsel
Keep the group small: a decision maker, someone who knows the facts, a communications lead and your attorney. Anything said in a crisis can end up in a dispute later, so involve counsel early. Agree who has the final say.
2. Establish the facts before you speak
Find out what happened, who is affected, what is already public and what is likely to come out. Write it down. Most crisis mistakes come from statements made before the facts were clear, which later have to be corrected.
3. Prepare a holding statement
If a reporter is asking for comment, you rarely need to give a full account immediately. A short holding statement buys time without looking evasive. It should acknowledge the situation, show that you take it seriously, say what you are doing about it and promise an update. Saying "no comment" usually reads as an admission.
4. Choose one spokesperson
Every external question should go to one person. Tell the rest of the team, politely and in writing, not to comment on the matter publicly or on social media.
5. Tell your own people first
Employees, key clients, investors and partners should hear from you before they read about it. A short, honest note prevents rumors and keeps them from contradicting your public position.
6. Correct errors, but pick your battles
If a story contains a factual error, ask the reporter for a correction and provide evidence. Avoid disputing every detail or attacking the outlet, which tends to extend the story.
7. Monitor and keep records
Track coverage, social media and search results for your name. Keep copies of everything published and every message sent and received. This record matters for any later legal action, and for measuring when the story has run its course.
When to bring in a crisis communications firm
The best time is before the story runs, when there is still time to shape it. A crisis firm can draft statements, handle media calls, prepare spokespeople and coordinate with counsel. If the crisis involves allegations that may be false and damaging, a media or defamation attorney should be part of the team as well.
This guide is general information, not legal advice. Every situation is different, so speak to a qualified professional about yours.