Be honest - never lie or tell half-truths.
Display our sincerity and our willingness to take responsibility.
Demonstrate that proper actions are being taken or at least are being planned.
Express concern for the public and those who may be affected.
Don't guess; get the basic facts.
Provide the basic facts unadorned.
Recognise reporters' deadlines.
Be co-operative and available, within reason.
Don't try to be funny or sarcastic.
Say the most important thing first -- then expand.
Protect the victims - notify next of kin first.
Confirm we are committed to follow through on all promises to provide additional information when available.