Thinking about our scenario where everyone can communicate with a mobile instantaneous, our organization should be fast bringing facts with context , not all facts but showing that all efforts are in place to have a clear understanding and present to all the truth under a clear context. Our communication should have a dedicated person that understands the facts and know how to answer in few words questions. Hide facts today is not an option because it will come from different sources.

Start by establishing a clear, concise core message that addresses the crisis directly and honestly. This message should be disseminated through all official channels, including social media, press releases, and internal communications, ensuring that all stakeholders are aligned. Utilize a centralized communication team or spokesperson to manage and coordinate these efforts, preventing mixed messages or misinformation. Regularly monitor feedback and media coverage, and be prepared to update your message as the situation evolves, always maintaining transparency and consistency. This unified approach helps to build trust and navigate the crisis more effectively.

First, tell the truth not a version of the truth, and not a lie. Secondly, within this identity what information people NEED to know (because you may have legal obligations arising from public safety, continuous disclosure and the like), and then what information you might WANT them to know. Information people need to know should be disclosed as fully and as quickly as possible, governed only by the necessity to ensure the veracity of the information you are disclosing. Consider also that some information may need to be disclosed first to law enforcement agencies. Remember that the biggest damage to reputation is from not the immediate event, but from an attempt to spin the truth.

It is importantly to develop a clear crisis communication plan that includes tiered messages, in both short form for quick alerts and longer form templates that provide a high level overview of the incident. Tiered messages enable an organization to prioritize how/when messages are sent according to the severity of an incident. The planning process should include stakeholders who have the experience to craft thoughtful, yet concise templates that allow for quick input of event details prior to sending and who can quickly authorize messages to be sent throughout the incident. The last aspect of having a crisis communications plan is evaluating said plan following an incident in order to update and adjust protocols.

One message. Try not to have information released that is not verified. Having one source for media inquires will help prevent pushing out inaccurate data.