There is an art to responding to a crisis. Regardless of where you work or what you do, a crisis is always possible. It’s good to be prepared and know some of the basic principles to follow if you ever find yourself at the center of a problem.

While each circumstance will be different and require a slightly different approach, there are some basic strategic tenets that should be considered and can be applied broadly in a crisis.

1. Speak early

When disaster strikes, people and the press tend to create more intensity around the crisis. Panic can grow as more questions go unanswered. The first important tactic to remember is to speak early – even if you don’t have much to say. If your job in the situation is to be the authority on something, it’s important you make it clear work is being done.

Either issue a short and general statement about the issue telling the public what is being done to address the problem or make a statement to the press. You can set the terms, but often it’s best to take questions and be as transparent as you can (or as transparent as your organization allows). You may not have all the details and that’s OK – explaining that you’ll update the press and the public when you know more is perfectly fine so long as you make sure to follow up in a timely manner.

If you don’t issue a statement or go quiet, reporters will keep calling, keep asking, and soon you’ll find them knocking down your door. The story will grow, and they will only ratchet up their effort. Speaking early quiets the frenzy.

If you are facing a crisis at your organization – a coworker or candidate is under fire, or your organization is under fire - issuing a statement early is important. And when reporters come back to ask more questions you can point them back to the statement rather than answering every new question they have, which gives them another opportunity to write another story.

A natural disaster or emergency requires a bit of a different strategy. It’s important that you brief the press in-person and be present to take their questions – when people’s lives or homes are on the line, being available is important and pointing them toward a statement likely won’t suffice. Depending on the circumstances, find what works best, but make sure you don’t remain silent if your phone is ringing off the hook.

2. Know your message and stick to it

Get extremely clear on your organization or candidate’s message. Make sure it’s woven into all your communications and make it clear that no one should deviate from that message. If you are asked a question, your answer must stay within the confines of the message.

Speaking to a room full of reporters can be overwhelming, which is why it’s critical that you know your message. If you don’t know the answer to a question, you can say that you will get back to them. Knowing your message keeps you in the confines of what you know, and it keeps the reporters on track rather than veering off into hypotheticals or rumors.

In a crisis, it’s also your responsibility to keep people calm and you can do so by focusing and emphasizing the importance of talking about what you do know and not speculating or causing further panic.

If your organization or candidate is under fire, focus on the steps you are taking to investigate or address the issue and if questions are posed outside of this scope, set a boundary with reporters that you won’t be addressing those questions until a full investigation is completed.

During natural disasters, it’s critical to not speculate or try to predict the future – especially for families who are missing a loved one or who have lost a home. Instead, focus on the first few hours - what is being done, how you plan to address the immediate issues at hand, etc. You can set a boundary there, too. Tell reporters you aren’t going to get into speculation or speak on things you are not an authority on - don’t let them twist your words or force you into a position you don’t want to be.

3. Provide an excess of information

This applies more to a natural disaster because people’s lives and property are often at risk. The more information you can provide the better people and the press feel. It provides security and shows work is being done – even during chaos – to address the situation and to help people.

Provide at least one briefing a day but depending on the scale of the disaster two per day may be preferred. Post updates regularly on social media and send text alerts and emails essentially flooding your channels to show you are working around the clock.

4. Rely on experts

As you provide as much information as possible, some of that can come from experts who can speak to specifics about the nature of the disaster. In the case of a wildfire, flooding, a shooting, or other disaster those experts might be law enforcement or other state agencies dispatched to the scene. Use them and their staff to support your efforts as needed and vice versa. When reporters ask questions that are either outside your scope of information or outside the scope of your message, refer them to experts who can answer the question. Emphasize the importance of an expert speaking on such an important issue.

5. Stay calm

This may seem obvious, but a crisis can cause many people to panic or make or say irrational things. Even in the midst of a deadly disaster or a frenzy of controversy, it’s imperative you remain calm and don’t let all the swirling emotions get the best of you. Reporters often pick up on emotions, too, and you want to make sure that regardless of the circumstances you are calm and composed and clear on what you are doing to address the issue.

Conclusion

It’s important to develop a plan and protocol so that when a crisis does strike you are ready. In the stressful and amplified environment, one bad move can lead to a far bigger problem, and you don’t want your response to contribute to the chaos.

The tactics outlined here will help you develop a plan and protocol to handle the firestorm of questions and press coverage efficiently and effectively.

How to Respond in a Crisis