10 core crisis communications principles

That thing you hoped would never happen, happened. You’re in crisis mode. Now what? Though it may feel counterintuitive, crisis comms is more formulaic than other forms of communication. Ideally, you have a solid (and practiced) crisis plan to guide you through an inevitably stressful situation. Start by calling in extra help. Don’t minimize the seriousness of the situation. Keep it simple and share as much information as you can to calm concerns. And remember: People always come first 

1. Get big fast 
2. Decide on initial communication 
3. Release initial statement ASAP 
4. State the facts and convey concern
5. Determine spokesperson and other key roles 
6. Establish media triage protocol 
7. Work with other agencies & consider all audiences  
8. Over-communicate, but stick to key messages 
9. Feed the media (visuals, briefings)
10. Match the severity of the issue