An effective and confident communications program is vital to a company’s reputation and business prospects. While this is true in all occasions and circumstances, efficiency and confidence is at a premium during an emergency or crisis. With the assistance of pre-appointed crisis communicators, those handling the emergency should develop the program and core messages at the earliest opportunity. The messages should not need to be developed ex novo, since most appropriate crisis communications messages can be prepared in advance, leaving the actual situations and circumstances to be added as necessary.

There are six things to remember when communicating during a crisis:

1. Get it right. Be sure that all information communicated is accurate and current. The company will respond forcibly to the “core” problem (e.g., condemning discrimination, not compromising on safety)
2. Make it quick. Communicate promptly with key audiences. The company must respond with confidence to the “core” problem as perceived externally.
3. Always communicate. The company must express its intentions early in the life of the crisis, even if all the facts are still pending. It is important for the company to be the first to comment and communicate its key messages, even if strictly speaking the content is incomplete. The outside world does not wait long for companies to prepare their response once it is requested.
4. Get it over with. Resolve the crisis; don’t let it drag on, such as by inviting everyone to wait for research to be published before you communicate your position. That is not a credible public position even if it may be the scientifically appropriate response.
5. Take stakeholders seriously. All concerns of the public and political or civic leaders, regardless of the possible lack of scientific or logical concern behind them, should be taken seriously in your external relations, especially in a crisis situation.
6. Always prioritize human issues: safety, life and health.