Thanks to Russell Thomas (@3rddeadline in my Twitter network) for directing us to Ten Battle Tested Rules for Communicating Well in Hard Times by Henry Fawell (@henryfawell).  Excerpt below:

1.  Tell the truth.  Warren Buffett said it best: “It takes 20 years to build a reputation and five minutes to ruin it.”  . . .

2.  Don’t just respond to crises — plan for them.  Forward-thinking companies identify their vulnerabilities ahead of time and plan accordingly. . . .

3.  Define your audience.  . . . . . Identify the audience that matters to you and build your communications strategy around it. 

4.  Keep it simple.  . . .  develop a simple yet compelling message that your audience understands.   

5.  Mind your own ranks.  . . . .  Keeping [employees] informed during challenging times demonstrates leadership, maintains morale and minimizes confusion.

6.  Be sympathetic.  Organizations that demonstrate concern for their stakeholders and the public generally weather a crisis well . . .

7.  Bring in reinforcements.  . . . . A public statement from a respected industry leader or local figure can help isolate your critics. 

8.  Don’t take it personally.  . . . . . If a news outlet’s coverage is inaccurate or misleading, let it know. But don’t lose your composure just because reporters ask hard questions and report hard facts.  

9.  Fill the vacuum.  . . . .  Take charge and define [the crisis]  on your terms.

10.  Look beyond the crisis.  . . . . Organizations that identify them and communicate effectively with their stakeholders will be better positioned to succeed when the fog of crisis finally clears.

Henry Fawell is a communications consultant for Womble Carlyle Sandridge & Rice PLLC in Baltimore. Contact him at Henry.Fawell@wcsr.com.

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