Final answer:
The first statement delivered to the media about a crisis should set the tone for what is to follow. It is important to provide context and use narrative techniques to communicate effectively, while also anticipating future scenarios and expressing a commitment to the greater good.
Step-by-step explanation:
When you deliver periodic statements about a crisis to the media, the first statement should primarily set the tone of what is to follow. This initial communication serves as a foundation for all subsequent messages and is a critical opportunity to establish a narrative, show leadership, and demonstrate the organization's grasp of the situation. It's not the time for in-depth details or accepting responsibility without a full understanding of the facts, and it's not the moment to survey public opinion about the organization.
Offering background information is crucial in the process of crisis communication as it helps to process abstract information and sets a context for the stakeholders. Narrative techniques can be instrumental in addressing the unfolding situation, while reporting techniques bolster the statement's credibility by providing supporting facts and directly answering the 'who, what, when, where, why, and how' questions.
The media plays a crucial role as an agenda setter by deciding which issues deserve public attention. Therefore, carefully crafting a message that resonates with both media agendas and public sentiment, without necessarily being swayed by current opinion polls, is important for crisis management. The effectiveness of the crisis communication can often be enhanced by thinking through a strategic timeline of events, anticipating situations that haven't arisen yet, and being ready to make sacrifices for the greater good.