Put affected people first. The loudest voice may not belong to the person in greatest danger. Communicate according to harm, risk, and legitimate need. Identify affected employees, families, customers, donors, communities, regulators, investors, and partners. Give each group useful information through channels that will reach them.

Don’t keep your own people in the dark. Brief staff, advisors, and families before or alongside public briefings whenever feasible. Never delay urgent warnings or necessary disclosures. Explain what happened, what to do, where to find help, and whom to contact. People expected to answer questions may need help themselves.

Give stakeholders vital information. When safety is at stake, identify who is affected and specify protective steps. Coordinate instructions with authorities and operational teams. Protect victims’ privacy and follow family notification procedures. Relatives should not learn of a death or injury from your public announcement.

Make sure the message connects. Information helps only when affected people can find, understand, and use it. Use plain language, accessible text, captions, and language assistance. Offer phone, radio, print, or personal contact for those without reliable internet. Work with trusted community groups. Check that people can follow instructions.

Put vital information in one place. Maintain one accessible, authoritative incident page with searchable, time-stamped updates, corrections, and a “reading room” of documents. Keep other channels consistent with it, and maintain a backup means of publishing. People should not have to assemble the facts from scattered posts.