When bad news hits and your organization is at the center of it, you won’t have time to draft perfect answers from scratch. Reporters move quickly, and in the age of social media, so do rumors and speculation. That’s why preparing for a crisis must include getting ready for the questions the media are absolutely going to ask.

After managing dozens of crises over the years, I have learned that while every situation is different, reporters tend to ask the same basic questions. Here are five questions you should expect and be ready to answer clearly and persuasively.

1. What happened?

This is always the first media question, and it can be the hardest to answer immediately. If the facts are still unclear, acknowledge that. Share what you know, but avoid speculating. Instead, pivot to explain what steps you’re taking to gather more information. We never want to answer, “no comment,” so describing the process you are following can let you appear transparent without overstepping.

2. When did you find out and what did you do next?

This can be an uncomfortable question, but answered correctly it can begin to establish accountability. Reporters want a timeline, and so do the public and your stakeholders. Media will be looking for signs of negligence, so pivoting to accountability can help establish that you represent a responsible organization that handles challenges in a manner that the public would want and expect

3. Who is affected and how are you helping them?

Whether it’s customers, employees, patients or the public, people want to know who was impacted and what support you’re providing to them. This is your chance to demonstrate empathy and action. Don’t just talk about what you’re doing; show it. Concrete steps and a human tone go a long way to garnering support from the community and others.

4. How are you making sure this doesn’t happen again?

Reporters—and audiences—want to know that this isn’t just a PR exercise. They want to see structural change, policy updates, leadership accountability, or system upgrades. You don’t need to have all the answers immediately, but you do need to show that you’re committed to preventing future harm.

5. Who is responsible?

This is where things can get even more uncomfortable. Blame is a powerful story, and if you don’t shape the story, someone else will. Avoid finger-pointing, but take responsibility where appropriate. If an investigation is underway, explain that.

Reporters have a job to do, but so do you. The goal should never be to dodge questions. Instead, it’s to build trust through clarity, consistency and credibility. Be prepared, be honest, and, above all, be human.

Need help preparing for or navigating a crisis?  Let’s talk. Contact me at jstory@groundfloormedia.com.