Being prepared to field internal, external and media inquiries during a crisis involves stamina, a recognition that you will need people to deal with media 24 hours a day, a willingness to express grief, concern or anger without admitting guilt, and an ability to keep the big picture in mind while addressing the details.

• The primary feature of media in a crisis is speed.
• You must be open, accessible, available and have your concern duly noted. This will not occur without terrific preparation.
• While crises cannot often be avoided they can, and should, be managed. An operational crisis, well handled, doesn't necessarily have to escalate to the point of becoming a public relations crisis. Chances are, however, some of what's flying will stick to you.

• Provide timely and appropriate media information
• Support your spokespeople and keep them up to date
• Provide distribution services for news updates
• Monitor ongoing media coverage
• Control access to sites and individuals