This article extends previous research and provides best practice principles for crisis communication.

Best practices include the following principles: Partnerships are key and must focus on relationship management; listen for others’ concerns (be respectful); exhibit honesty, candor, and openness (most important); use a sustainable narrative; communicate with compassion, concern, and empathy (most daunting practice); accept uncertainty and ambiguity; give messages of self-efficacy; and be the first and best source of information. The communication process counts for more than the message content.