When speaking to the public, understand the importance of communicating a cohesive message representing your organization. " Know important language/wording to use throughout messaging, both verbal and written. " Be prepared for and feel confident in participating in media interviews or referring media to the proper contact. " Practice techniques to stay consistent with your messaging either during a media interview or a spontaneous and urgent call for comment. Review what you "can say" and what you would "never say." " Learn what procedures and protocols should be included in your crisis communication plan.