Understand the environment first
Before responding, establish what actually happened, who is driving the conversation, who the audience is and what remains unknown.
Speed has different forms
Sometimes the best first move is a short acknowledgement that an issue is known and being verified. It buys time without pushing the organisation into speculation.
One message, many channels
Website, media, social channels and internal communication should share one factual framework. Contradictions between channels create a secondary reputation problem.
Analysis follows response
A crisis may end operationally, but the data remains. Analysing questions, tone and spread shows what should change in processes and future communications.