Sooner or later, every organisation gets a call it did not expect. A complaint has gone public, an incident has happened, or a reporter is simply asking questions. The organisations that handle it well have usually prepared in advance.
Agree who speaks
Name one main spokesperson and one deputy. Everyone else should know, politely, to pass media calls to them.
Keep the basic facts ready
A one-page summary of who you are, what you do and key numbers saves time when time is short, and avoids someone quoting an old figure.
Answer quickly, even if you cannot answer fully
"We are aware of the situation and will share more by this afternoon" is far better than silence. Silence gets filled by other people.
Tell your staff before they read it in the news
Employees are often the first people friends and family ask. A short internal note keeps the message consistent and shows respect for your team.
