In crisis communication, it’s essential to assert only what is true (and therefore never lie), not to look ahead to tomorrow, nor to make a statement you wouldn’t want to appear in the press – not even internally or “off the record”.
You have to be careful not to make a statement that could later be used against the organization. This is essential to be a credible interlocutor for your entire ecosystem, otherwise your word will be constantly questioned, with the risk of a lasting loss of trust.
You also need to be careful about the sequencing of your communications, for example, if you inform the press before the employee representatives of important information concerning the company’s future (e.g. the start of legal proceedings).
And of course, if your communication isn’t controlled or adapted, the major risk is that of starting the fire yourself by escalating the situation or fuelling controversy/anger.