The goal is to minimize speculation, inaccurate and negative publicity. By acting in this manner, the institution has more influence on what the media reports and acts to end the public relations aspect of a crisis as quickly as possible. This plan governs public communications about emergencies that involve CAHE personnel or property. These would include, but are not limited to accidents, illegal acts, civil disobedience, acts of nature, disasters, etc. Working quickly and proactively is imperative.
Journalists tend to report the first information they get.
If information is slow in coming it invites speculative coverage. The media should be given as much information as possible. When information is withheld, we run the risk of inaccurate reporting, negative editorials and damaging future media relations. While communication following an incident is reactive by nature, the goal of public information officers is to turn the situation into a proactive communications opportunity. Typically positive messages can follow negative actions.