Bad things happen. They can happen in any sector or industry. For the most part, the public will not judge your organization on the circumstances of your crisis. They are much more likely to judge you on the way you handle it.
One of the quickest things you can do to improve the quality of your media coverage is to focus on creating shorter, more powerful messages that tell your story in a way that will be interesting to journalists and your audience.
When your messages are too long, journalists are forced to edit your answers, which increases the chances that a partial answer may be taken out of context.
So...how long should your messages be? This is my take on that question.