To manage a media crisis while protecting sensitive details: 1. Acknowledge briefly: Confirm awareness without oversharing. 2. Control the narrative: Share verified updates through official channels only. 3. Stay composed: Use phrases like "Our focus remains on resolving this promptly." 4. Empathize: Show concern without admitting liability. 5. Strategize internally: Align messaging before external communication. Transparency, precision, and calm authority are your best tools.

There is one communication tactic that I use so often that it feels natural at the time of an external crisis. It is to believe and express that you're oversharing and paraphrase the information they already have; express it with a tone of urgency and anxiety. Sure, it's not the most sophisticated suggestion in this list but it keeps things off your hair while you're trying to focus on the most important parts of the crisis you're already dealing with. This technique works slightly better over the controlled communication technique which cannot be maintained unless you're working with a watertight team. Diplomacy can look subtle, silly or even like you're ebbing to collapse but as long your information isn't compromised, you're good.

For our communications team, it’s definitely important to clarify what information is off-limits to the public and ensuring that those boundaries are clear in our responses. Once that information is determined, it’s important to develop a set of messages that can answer questions but avoid sensitive material. We stay simple, and to the point. It’s important to stay transparent, and share what you can and be honest about that. When you have that open line of communication and the media and citizens know that that is your standard, it’s easier to build trust regarding the information that you share.

It's not enough to make sure your spokesperson knows what they can say; they need to know what they cannot say. In a crisis, the situation often changes rapidly. It's important to get in front of it but don't put yourself in a situation where you have to walk back a comment. Acknowledge the situation and the active attention the matter is getting. Show empathy but do so without casting blame or admitting guilt. While you may not be able to share certain details, DO NOT LIE. It may be appropriate to share "next steps," but sometimes it's not as that may also show strategy that needs to be kept out of the discussion. Each situation is unique, but you don't want to appear to be hiding something. "No comment" is almost never a proper response.

During a media crisis, focus on clarity, empathy, and safeguarding sensitive information. Begin with a holding statement acknowledging the issue, committing to transparency, and expressing concern. Avoid speculation and emphasize that further updates will follow after verified information is available. Train spokespersons to maintain consistent messaging and stay aligned with legal and ethical standards. Actively monitor media channels to address misinformation swiftly. Prioritize the trust of stakeholders by demonstrating accountability and a commitment to resolving the situation. This measured approach balances transparency with confidentiality while maintaining the organization’s credibility.

During a media crisis, establish a crisis communication team, craft clear and consistent messages, and update stakeholders regularly. Use owned channels for control, balance transparency with confidentiality, and monitor media to address misinformation. Show empathy and accountability while protecting sensitive details to maintain trust and manage the narrative.

Get to know the root cause of the crisis and gather the facts available to help you understand the issue clearly. Weigh the options available before taking action as you Consult with the relevant people e.g the Board or leadership.

Navigating any media crisis requires preparation, clear communication and agreement at the board level. The response depends on the sensitivity of the information and the weight of interest - understanding the landscape is key. Media training can be really useful—it helps leaders handle tough questions, protect sensitive information, and stay composed. During a crisis, assess the facts, share only what’s appropriate, and explain why certain details can’t be disclosed. Be transparent but cautious, and monitor responses to adapt your messaging. Afterwards, debrief to improve future readiness. Don’t wait for a crisis—get some media training for your team. It can also identify contenders for spokespeople for your business!