How do you best formulate things in a crisis?

Clear, concrete and short. Come up with the questions that might be asked and the answers that you can give. Write it down. Practice it for yourself. Out loud and with someone who can correct you. Preferably a professional. See where it suns smoothly and where it doesn’t. Fix that in advance. Take charge of what you talk about and how you say it. The journalist has a lot on his mind. Make it easy. Remember that the main task of journalism is to investigate, to be critical, to bring out the bottom stone. Deliver the stone yourself. If you have a good, solid and truthful story, that will more than suffice.