- Regret
Say you are sorry the crisis happened even if you aren’t guilty, or responsible; just that you regret the circumstances. Not your lawyers’ favorite comment.
- Resolution
Say — if you can — what the company plans to do to resolve the issue, e.g. put safety caps on the pills, use double-hulled ships. If you can’t, say you are trying to determine the cause of the problem.
- Reform
Tell stakeholders that the company will do everything it can to ensure that the situation will not be repeated.
- Restitution
Make those injured whole.
Tell the truth.
Act quickly.
It is what you do that counts!
