You've already been through the messaging process earlier in this course, same principles apply here. When there is a crisis. You know, reporters want to know, what is the danger contained? Are there going to be more fires, explosions, poisoning more people injured, more people sexually harassed, whatever the issue is? That's going to be their first question, because that's of interest to their readers, their viewers, their listeners. So you've got to have a message that deals with that particular issue, because you know, that question is coming.

They may also want to know, how did this happen? And very well, maybe too soon to say, in a crisis house out there who's to blame, it's going to be too early for that. Certainly the first 24 hour cycle, talk about who's to blame or who should be fired or who should be fined. reporters are going to ask basic questions that anyone in your community might ask once they hear about this scenario. So when you're coming up with your messages, you've got to really be accountable to that this is not the time to trot out marketing dogma and general boilerplate information that you have on your website. You've got to make it highly, highly specific and relevant to the crisis at hand.