Give effective responses packed with power. Fashion your responses to answer this question. Always try to sell your message externally instead of internally - what does it mean to the consumer. This is extremely important in a crisis situation. Bring it to a human level.
People can forgive the person behind the crisis easier than they can the conglomerate.
This way you can be proactive instead of reactive. Never get on the defensive. Paint pictures and bring the story alive by giving examples and anecdotes. If possible, try to localize your story because stories will help people remember your message. Numbers and research findings are strong.