7. Taking journalists' constraints into account

The best way to manage communications during a crisis is to take into account the media's constraints, which can be quite diverse given the number of different types of media. For example, press releases have to be issued by 7 p.m. to get the information out as quickly as possible, during peak viewing hours. At a time when information is massively relayed, particularly on the Internet, communication must be open and transparent. As information is continuous, any incident that could permanently discredit the company must be controlled as much as possible, and rumors must be managed.

If well prepared, a crisis can turn into an opportunity.