Purpose and guiding principles
The 18-page seminar treats crisis communication as dialogue before, during and after an incident, integrated with crisis management. It seeks timely accurate information, responsible organisational conduct, public confidence and care for people. Its five principles are containment, openness, responsibility, compassion and action.
Before communicating
Understand organisational mission, values, policies, reporting channels and sensitive issues. Define objectives, audiences, key messages, channels and evaluation. Identify the crisis team and spokesperson before they are needed. Anticipate questions and prepare accurate responses.
Responding consistently
Centralise coordination while using more than one communication channel. Communicate early, disclose verified good and bad news, explain uncertainty honestly and monitor media coverage. Combine practical instructions with reassurance. Key messages should guide the response, but must never replace or distort facts.
Spokesperson, media and social channels
Use a credible, informed, trained spokesperson to establish facts, prepare statements, answer questions and coordinate one consistent account. Choose suitable press statements, interviews, conferences, website and social channels. Monitor rumours, inflammatory comments and false claims, correcting them without unnecessary conflict. Messages after an attack should support everyone regardless of race, religion or nationality.