Build 'believability' as the essential element of public trust during a crisis,

Use 11 elements of crisis responses,

Pinpoint the problem immediately,

Prepare an initial statement,

Employ all communication tools and techniques,

Communicate quickly,

How to communicate often,

Be forthcoming while keeping safe,

How to use reporters as allies,

Fill information voids with credible statements,

Prepare advance policy statements,

Develop Concise Crisis Communications Plan,

Select the right team members,

Conduct simple rehearsals,

Identify all key subpublics,

Reach everyone that matters,

Develop speedy notification procedures,

Plan media notification methods,

Pick and train best spokespersons,

Be effective without hiring expensive PR guns,

Set up simple, priceless communications log,

Practice responses to tough questions,

Invoke the exponential power of email,

Avoid the crisis communication don'ts,