Most crisis situations are smoldering under the surface just waiting to explode. A leading crisis management study group estimates three-fourths of crises fall into this category while only one in 10 are catastrophic events. Crises may be seldom-just 15 percent happen without warning-yet they are seldom unpredictable.

Some crises are continuous, such as Proctor & Gamble chasing down those who claimed its former corporate logo indicated devil worship, yet most are short-term, incidental and require short decision times. The most common big crises involve white collar crime, labor disputes and mismanagement, environmental problems, product defects, recalls and class action lawsuits.

Yet the landscape of crisis communications is changing.
In times past, companies responding to a crisis would admit facts, present a game plan and offer a timetable to convince others it wouldn't happen again. Today, crisis communications situations feel like you are at The Alamo. That's because in today's information age, a crisis can occur instantly. A crisis may also be based on speculation and unverified sources but make no mistake: you are under siege. It may be a rumor, a blog-complete fiction-but you and your client may still have to deal with the problem.

Here is what lawyers need to know about crisis communications:
Leave the legal language for briefs and courtroom appearances. If you are selected as a crisis communications spokesperson, get crisis communications media training. The biggest mistake a crisis communications spokespeople-and companies-make in crisis situations is failing to show empathy or sincerity. Legalese can easily be misinterpreted. Speak to the media-and the public-like a human being.

Respond quickly. We recommend responding to a crisis as soon as possible. A detailed response should be launched within 24 hours. Release a holding statement. If you can't immediately respond, explain why.

Create purposeful messages. Decide what you want to say, and then communicate clearly, concisely and with a purpose. It's not a good idea to say "no comment." The media interpret this as a defendant leaving the courthouse with a clipboard over his face. Use the media as an ally, not an adversary. Manage the crisis through crisis communication.

Be transparent and offer full disclosure. It is not good advice to run and hide during a crisis. Be honest at all times. Never fudge or mislead.

Be strategic when managing a crisis communications. Mount a good defense: point out existing policies and procedures; refer to your past reputation and enlist others to come to your aid.

Speak with one voice. Make sure everyone delivers the same messages. Don't confuse people.

Source: Darrell Browning link