Crisis Communication Consultants

Alyn Weiss and Associates

9 Rules of Crisis Communication

1. Be flexible in a crisis - the facts change all the time and you cannot anticipate everything.

2. Do not keep all channels of communication open - only have one spokesperson for the company!

3. The CEO is not necessarily the best spokesperson - in some cases, you will need to put the CEO up as the spokesperson; but remember that putting the CEO up escalates the situation. If the CEO is not needed, put up someone else who is prepared (knows the material and how to handle the media).

4. Do not always take the lawyers' advice - weigh the legal vs. the PR advice and take the route that is best for the company and the situation. Example: Firestone took the advice of their lawyers in the Ford Explorer tire separation case.

5. Be prepared to move even without all of the facts - you have to move quickly! (If you do not go public with a response quickly it will appear that the company is covering something up or not responding). Part of the crisis response is going to the scene (spokesperson and CEO).

6. Do not answer every question - not every question can be answered in order to protect the integrity of the investigation. But, always tell the truth and never say "no comment."

7. Squawk if you have been wronged - if you are misquoted, demand an immediate correction/retraction.

8. Do not keep the media at arm's length - treat the media as friendly independent observers.

9. Do not withhold information from your allies - keep your allies informed to keep their support.

Click any of the following for additional information:

What To Do When a Reporter Calls

Handling a Media Interview

Special Tips for Television Interview

Realities of Dealing With the Press

Ground Rules for Dealing With the Press

Assume You're On Record When Talking to the Press

7 Words or Phrases That Should Never Appear In a News Release

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Please call us at 303.298.1676 or email us to schedule a private consultation with Bob.