4. Which of the following five responses should you choose?

Responses include silence (not reacting or providing minimal information), the offensive (denying the crisis, seeking to turn opinion around), transferring responsibility to others (employee, agency, supplier, etc.), acknowledgement (the company admits its fault, cooperating with the media), and controlled discretion (gradually releasing information).

To integrate external perspectives, it's crucial to consult experts, monitor the media and social networks, and gather customer opinions. This information enables communication to be adjusted in line with external expectations and perceptions. It's also important to prepare for a crisis, for example by setting up a crisis unit that can be mobilized at any time.