When a crisis hits, executives need a strategy for discussing it with employees, customers, and the public. Without careful planning, they can create a PR crisis.
The 10Cs of crisis communication can help prevent this. The first is control: don't wait to tell your side of the story. Examples include Equifax and T-Mobile staying silent for weeks.
Consult with relevant departments and consider potential risks or liabilities. Show concern and empathy, be clear and concise, and keep information current and correct. Be consistent and speak with confidence, and make sure your spokesperson is trained.
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The 10Cs of Crisis Communication: A Framework
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