3. At the heart of the crisis, regaining the initiative

Communicating the facts quickly is essential. The first 24 hours are crucial. The faster you react, the less damage you can do. Rumors will be neutralized and the debate dispassionate, by focusing as soon as possible on objective information and the facts: the causes of the crisis, the actual consequences (not necessarily those reported) and the likely outcome.

First and foremost, you need to say that you are aware of the problem, and then report on the measures implemented. The next step is to set up information meetings, and suggest lines of research and/or structural elements.

Last but not least, we need to set up a system for informing the media, treating them as "information partners", without forgetting to strengthen internal communications at the same time.