Have an early presence so that the public knows you are aware of the emergency and that there is a system in place to respond. This will increase perceptions of competence.
Be candid about the risks. This will demonstrate your honesty and candor. Candor lets people know they are being “leveled with” instead of “handled.”
Use support from credible third-party sources. You might not be the best messenger. Plan to convey messages through trusted sources and include trusted third-party voices in support of your key messages.
Stay consistent. Develop protocols for making sure all your partners are on the same page.