Knowing how to communicate in a crisis is a key component of a crisis communication plan.

Make sure that your plan includes a clear process for getting the news out. Some reporters like to get their news via email. Some prefer getting their news via fax. Know their preferences as it could mean the difference between getting them the story you want to tell and having them miss something or focus on the negative.

Keep in mind also the power of the Internet in communicating during time of crisis. Tools such as a blog or a content management system may enable you to instantly communicate your message to a large number of reporters and the public in case of crisis. Experience has shown that the moment a crisis hits the major national media, thousands, and sometimes millions of people will access the company's website, so this is a great way to control the message as it is communicated.

A word of caution - while trying to be complete, be aware that anything communicated via the web (or any other means during a crisis) can be used as evidence in a trial, so be very cautious in what you communicate.

Crisis Communication Planning: Organizing and Completing a Plan That Works teaches companies how to write crisis communications plans that work.
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