1. Have a plan. If you are walking on glass, at least know where you are going. Launching into a crisis without the hatches battened down and a clear plan is asking for a real bruising.
2. Have key talking points, and stick to them. 2-3 key messages should be enough as long as everyone is on board and sticking to the talking points.
3. The truth should be your guide, and that is not optional. Once you have a plan, layout a clear and honest side of the story — and make sure everyone on board. If the stories do not match up then someone is lying — and that blows everyone credibility.
4. Face the press well prepared and be honest. Saying one thing one day, and something new the next day shows that the crisis is running you, not the other way around.
5. If you made a mistake, admit it, apologize and move on…