While risk communication is ongoing, crisis communication is a reactive communication effort in the face of an unforeseen event. It is often unpredictable and unexpected, develops suddenly, takes uncontrolled course and evokes uncontrollable reactions.

An open, honest, and ongoing interaction with the audience remains essential to successful communication during crisis.  Focus is kept on the message, the time of its announcement and the media used, and some common advice to improve include: 

• Do not allow a delayed reaction; 
• Do not abandon pro-active action or allow for no action at all; 
• Do not allow lack of preparedness to communicate in a crisis; 
• Do not ignore the needs and expectations of the mass traditional media; 
• Do not allow for lack of communication with external partners and stakeholders; 
• Do not allow lack of internal communication in health systems and organisations; 
• Do not allow information chaos; 
• Do not play down the complexity of audience diversity; 
• Promote careful elaboration and proactive planning of potential actions related to crisis communication as a crucial element in eliminating the unexpected characteristic of a crisis and probably prevent it or at least avoid its uncontrolled course;