Tough questions and difficult circumstances can try anyone's patience, especially if you have to face the media in the middle of a crisis. That's why staying cool under pressure is so important. Easy? Not at all. But essential. The public, your customers, your employees -- they all want to see you succeed. They want to see you're in control. They want to know that you're handling the crisis. They want to know that everything will be okay. 
They will even overlook mistakes and blunders if you can demonstrate that you took the crisis seriously and your response seriously. Usually, that means a willingness to talk to reporters, even when the news is not positive.
If, on the other hand, you're defensive, irritable, and make excuses, it'll be much harder to pick up any public good will. A bad public impression can suggest you're more to blame than is actually the case. So, focus on what you're doing to address the crisis. Focus on how you're dealing with the problem, getting back on your feet. Sure, the tough questions will come. The media have a right to ask tough questions. The public wants to know whether they can trust you. Ultimately, the expression on your face, the tone of your voice and words you say ought to reflect a positive approach to addressing the crisis and making things right. When in doubt, stay cool. Mack Communications | Twitter: @mack_comm
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