Three Things You Should NEVER Do When Responding to a Crisis

Never say “Safety is our number one concern”

You should never say “Safety is our number one concern” following an incident where people have been injured.  If someone has been hurt, then obviously safety hasn’t been your number one concern. It is self-serving and just gives the media a chance to counter it.

Never say “No comment”

You should never respond with “No comment”. You may as well say “We’re guilty”. What you are saying with a no comment response is “we are hiding something” leaving space for reporters to find other perspectives that aren’t your own.

Never hide from the media

By not fronting the media – Hiding, refusing to do an interview will paint a picture of you dodging accountability.