Why take a double look, and how do you react afterwards?
Double look, double talk: how do you communicate?

Adopting a dual viewpoint allows us to cross internal (employees, management) and external (customers, media, experts) perspectives. This helps identify blind spots and anticipate the reactions of different stakeholders. Internally, the priority is to send orders to the right people, to unblock or obtain resources in response to the crisis. But external parties are just as keen to receive instructions, to know what to do, to protect themselves if necessary, and to anticipate new consequences. Now that you've got these two perspectives, how do you use them?

There are three possible reactions:

• Minimal communication, which is as little communication as possible. Its advantages are simplicity and immediacy. The disadvantages are that it is difficult to maintain for long in response to the anxieties and frustrations of the media. In the final analysis, it's a reasonable...