6. Disseminate the response both internally and externally

Too often neglected in favor of the media, managers tend to forget to communicate internally. Employees do not appreciate learning essential information about their own organization from the press. It's important to bear in mind that employees are constantly being questioned in their family and social environment, and may also be approached by journalists. There must be no distinction between internal and external messages, as crisis communication must be based on a logic of perfect continuity in the discourse.

Finally, any internal message can be linked externally, underlining the importance of consistent, transparent communication at all levels and with all stakeholders.