Route every reporter and social media question to one named spokesperson, give everyone else a one line script, and answer only with facts that are already published. Do not go off the record, do not speculate, and correct errors quickly with a dated update on your own page.
One voice
The FTC breach response guide advises naming a single point person to release information and keep it current. For press this matters even more. Contradictory comments from an engineer, a salesperson and an executive are quoted side by side.
Script for everyone else
Tell all staff what to say when asked, by a reporter, a customer or a friend:
I cannot comment on that. Our statement and updates are at [URL], and our press contact is [name and address].
Say it on a staff channel the moment the incident is declared, and remind people not to post on personal accounts.
Responding to a reporter
- Note the outlet, the questions and the deadline.
- Reply promptly, even if the answer is "we will respond by [time]".
- Share only what is in the public statement. Add confirmed facts after the fact checker agrees.
- Do not speculate on attackers, motives or numbers.
- Skip "off the record". Assume everything can be quoted.
- Log each exchange.
Social media
- Monitor mentions of your name and product during the incident.
- Reply to genuine customers with the same facts and a link, not with argument.
- Do not delete critical posts. Respond once, politely.
- Warn about scams. Impersonators and phishers appear fast. Remind people which addresses are official.
- Pause scheduled marketing posts, which can look tone deaf during an incident.
Corrections
If an outlet or post is wrong, send a short factual correction with your public link. If your own earlier statement was wrong, say so first, with the date and what changed.
Do not forget employees
Staff learn about incidents from the news. A short internal message with the same facts, before the press does, reduces rumours and accidental leaks.
After the incident
Review which questions arrived that your FAQ did not cover. Add them for next time, along with those in ten customer questions to prepare for.
Sources
Quick check
Can the CEO speak to the press?
Yes if designated, with the same fact checked material as anyone else.
Should we answer every reporter?
Reply to all, even if only to say when you will respond.
Last reviewed: 19 October 2026.
