Crisis communications is not an incidental strategy, it is something that needs to be maintained throughout the event itself and in preparation of future threats. Recent weeks have reiterated how central empathy and heart is to effective communications. An open, honest, calm approach that has blended facts with explanation, has helped to dispel rumors and speculation. They have also indicated the merits of a more tactical approach to communications that incorporates both speed and fluidity, rather than strategy alone. In the fourth and final episode of this series, we summarize what we have learned on this essential topic and discuss what communications may mean going forward to ensure corporate preparedness. We will outline the dos and don’ts and how can we apply these learnings going forward into a more long term communications strategy.