5. Building the answer

The key is to draw up a clear plan, choosing an appropriate strategy, communication media, messages, actions and speeches.

The plan should use clear language, constantly reiterating the central message, ensuring the logic and coherence of arguments, and the availability of evidence to support assertions. All possible questions should be identified and answers prepared.

The plan must be tested on people outside the organization to identify any weaknesses in the discourse before it is disseminated. It is crucial not to neglect the training of managers and spokespeople, who embody the organization and protect its image. The presentation of people speaking in the media is also very important, as details such as appearance can influence public perception.