DO
| ▪ Deliver consistent messages across all media platforms. |
| ▪ Express sympathy and empathize in a genuine manner. |
| ▪ Keep the communications factual, accurate and concise. |
| ▪ Do keep trust front and foremost in communications. Be honest and transparent. If you don’t know the answer, say so. |
| ▪ Do designate a credible spokesperson who can speak with authority and ideally someone who has established a trust relationship with stakeholders. |
DON’T
| ▪ Don’t ‘wing it’ or ‘spin’ an answer, it will unravel and could have greater negative consequences. |
| ▪ Don’t promise resolution as it may not be possible. |
| ▪ Don’t point the finger, speculate on motive or cause, or accept any liability without legal counsel. |
| ▪ Don’t lie or buffer the message. |
| ▪ Don’t avoid the media or respond to questions outside of a formal setting. |