Question

What is the FIRST step the media relations team should take?
Write a brief (2–3 sentence) crisis statement the team could release.
List two communication channels that should be used to share accurate information.

Answer 1

First step:
Quickly verify the facts and assemble the crisis communications team, including a designated spokesperson — confirm immediate safety concerns and gather the accurate, verifiable information you will base all public messages on.

Crisis statement (2–3 sentences):
We are aware of the incident that occurred earlier today and our priority is the safety and well-being of everyone involved. We are cooperating with local authorities to gather verified information and will provide updates as soon as we have confirmed details. At this time, there are no further confirmed updates.

Two channels to share accurate information:
- The organization’s official website (newsroom/press page) for a single authoritative, archived source.
- Verified social media accounts for rapid, wide distribution and real-time updates.

Would you like this statement tailored to a specific type of incident or organization?