- letting the authorities, (police or fire department) comment to the media on the facts related to the incident. They are expected to investigate likely causes and are the proper information sources for the public at large; and,
- for you to concentrate, even when talking with the media, on messages of concern for those impacted by the event, and messages related to company operations.
When someone has been injured or killed it's natural to express sympathy for all involved; they're your employees or co-workers, and they're often your friends. In addition to your in-person communication with family and employees it's appropriate to express your concern through the media, reaching the larger community.
Media can aid communication to employees when circumstances prevent you from gathering your employees in one location. Knowing which radio and TV stations are viewed locally, and working with them, can ensure the people important to your company are staying informed about the status of the risk, status of your facility, whether you'll be open, etc.
Oliver notes that each situation is different, but following general guidelines and having some perspective on how the event will be covered can help you prepare.