If the media contacts a company during a crisis, they should be:

During a crisis, clear and effective communication with the media is crucial for managing the situation and maintaining the company's reputation. Designating a specific spokesperson or point of contact in the emergency plan ensures that messages are consistent, accurate, and controlled. This individual is typically trained in crisis communication and knows how to address the media appropriately.

Putting the media in touch with the designated person allows for a structured approach to information dissemination. This individual can provide relevant updates, manage inquiries, and mitigate potential misinformation, which is particularly important during a crisis when emotions and public interest are heightened. Involving a designated spokesperson also helps to alleviate pressure on company executives, who may be preoccupied with managing the crisis internally.

The alternative options may not effectively manage the situation. For example, simply saying "no comment" can lead to speculation and negative publicity, while involving the company president or directing the media to the police could result in communication breakdowns or provide inadequate responses.