Have a holding statement prepared to issue to the media during a crisis. Update the media as soon as new info is known. Robyn Sefiani

If PRs don't inform the media, they will approach companies employees & the organisation to obtain their own info. Andrea Jonson

Only in an accute crisis would you use the CEO as a spokesperson. Media train three people for crisis management. Robyn Sefiani

A spokesperson needs to be credible, genuine and empathetic. The media can pick up on a spokesperson who is not genuine. Andrea Jonson

If a crisis involes a death, the CEO needs to be put forward as the spokesperson. Robyn Sefiani

If you're in an organisation with a high crisis risk, a dark site should be prepared to go live once the crisis hits. Robyn Sefiani

When managing a crisis for a situation - check facts, produce a holding statement & develop a media protocol to manage media.Robyn Sefiani

If an incident has occurred, the spokesperson should be interviewed in a controlled environment. Robyn Sefiani

When a crisis occurs, the media monitor all social channels & obtain all footage and info related to the crisis.Andrea Jonson

Watching, monitoring & listening to all new info developing from a crisis are key to managing it.

If you don't handle a crisis well it can ruin your reputation. Robyn Sefiani

The 2016 Samsung crisis is an example of how not to handle a crisis.

Samsung continued to advertise their new phone during the crisis. They took no responsibility & did not apologise.

During the Samsung crisis - there was no clear communication on the danger of the phone.

If a company ignores your PR counsel during a crisis, no longer work with them.

Qantas news channel & tweets were a great example of how to manage a crisis. #communication

Having a crisis management plan for a worst case scenario is highly beneficial.

Fact checking s one of the most important parts of crisis. Robyn Sefiani

If someone comes out with an allegation, the media will search for new victims. Andrea Jonson

You can choose the media channels you want to communicate your message with during a crisis.