Top Ground Rules for Communicating with the Media in a Crisis Situation Be prepared and be brief. Answer negative questions quickly and shift to a positive point. Answer what you can and tell them why you can't answer something. Be sure reporters know information may be withheld if its release violates the rights of an individual or the organization. Do not speculate on the cause of the crisis, place blame or accuse anyone of negligence.
Return calls as soon as possible.
Present a summary of basic facts first. Don't use jargon. It's far better to get the bad news out and to let the media know what we are doing to make the situation better. If we're not willing to tell the story, the media will without our help.