Crisis response hinges on two factors: what the organization does and what the organization says. When these halves align, it results in trust and a more positively received and effective response. When they conflict, organizations struggle to recover. In a pandemic, ensuring these elements are carefully calibrated is more essential than ever, says Helio Fred Garcia, a professor of crisis management at New York University and Columbia University. While an organization’s actions during crises depend largely on the circumstances, its communications can rely on a few essential best practices.