Top 10 Crisis Tips
Shank’s Top 10+1 Crisis Commandments
by David L. Shank, APR and Marilyn Shank APR
Shank Public Relations Counselors

10. Not IF, but WHEN

9. Have a plan

8. Know media before you need them

7. Be committed to open and honest communications

6. Immediately notify emergency responders and/or regulatory agencies

5. Don’t immediately admit fault or try to spread the blame

4. If a death or injury, top person must immediately express concern and sympathy to families and injured

3. Have one person designated as spokesperson

2. Tell facts as they develop, no speculation, rely on investigative sources for details


1+1. Retain trained public relations counsel…do what they tell you.