6. Mistakes to avoid

6.1 Don't make a fuss

It's a mistake to think that the crisis will pass naturally and that someone else will take over. Leadership has to be earned. Lack of preparation is another, as is not having a crisis communications plan and neglecting to train spokespeople and teams.

6.2 Don't react too late

You need to provide up-to-date information as quickly as possible. This information should not be contradictory, nor should it appear as uncoordinated messages. Similarly, lack of coordination between...