• Regret

Say you are sorry the crisis happened even if you aren’t guilty, or responsible; just that you regret the circumstances.  Not your lawyers’ favorite comment.

  • Resolution

Say — if you can — what the company plans to do to resolve the issue, e.g. put safety caps on the pills, use double-hulled ships.  If you can’t, say you are trying to determine the cause of the problem.

  • Reform

Tell stakeholders that the company will do everything it can to ensure that the situation will not be repeated.

  • Restitution

Make those injured whole.

Tell the truth.

Act quickly.

It is what you do that counts!