Yesterday we talked about communicating during a crisis. Today we will discuss this in more detail.

Understanding your audience is crucial in the success of crisis communications.

In addition to communicating the facts, express compassion as early as possible. Doing so credibly is an uncommon skill, since crisis situations, however tragic, are often exciting.

When expressing compassion consider these phrases:

• Deeply saddened

• Our hearts go out to...

• Our prime concern is for...

It is also important to recognize the difference between truthfulness and openness. Whatever you communicate during a crisis must be 100% truthful. However, you are not obligated to be 100% open.

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