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.
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.
Tell stakeholders that the company will do everything it can to ensure that the situation will not be repeated.
Make those injured whole.
Tell the truth.
It is what you do that counts!