Instead,think through your strategy before a crisis occurs. Designate someone to be a spokesperson in emergency situations. Trainhim or her to talk to the media and to effectively convey the company'smessage. Make sure the spokesman will be available to the media at alltimes, and that he or she will respond to all media calls. Do not stonewall.
Nothing fuels media hostility morethan unfulfilled promises.
Develop a strategy based on a worst-case scenario. Create a crisis team which will, in the event of an emergency, focusonly on the immediate problem. Rehearse the crisis plan. Try to contain bad news, but don't suppressit. National news stories generally become that way if communications arenot handled effectively on the local level.