PR during Crisis Management

In an emergency event, you should do the following:

1. Be upfront & honest
2. Be quick to respond
3. Be empathetic
4. Detail the steps to aviod repeat mistakes
5. Detail the actions to resolve current situation
6. Give specific steps for customers to take if necessary
7. Deliver any message by the CEO or President

If you see a company didnt do a good job in handling the situation, it usually boils down to 3 things:

1. They dont have a plan to handle crisis
2. They have a plan but didnt rehearse
3. They become defensive rather than showing empathy

Remember, that consumers do accept mistakes and tragedies if they are handled well.

note: extracted points from Brand Asset Management by Scott M. Davis page 167-168.