ACT NOW: A Six-Step Crisis Communication Strategy
http://www.stc.org/confproceed/1995/PDFs/PG161163.PDF
  peer-reviewed

Reimold, Cheryl
STC Proceedings
1995

Abstract:

Because a crisis by nature catches people unprepared, every organization must have a crisis communication strategy firmly in place to guide those involved through the rough, uncharted waters. An effective strategy is a what I call A-C-T N-O-W: (1) Anticipate disaster before a crisis, using risk management techniques. (2) Care about people affected. (3) Tell what you know immediately. (4) Note your next steps. (5) Offer help to reinforcements. (5) Write press kits and other pieces of public information. Since crisis mismanagement can lead to the end of the company, effective preparation for a crisis may well save your company’s life.