Messaging is critical to the success of a response. So how do We get it right? The news cycle used to be 12 hours, and we could plan on putting out information at a press conference. Now the news cycle is five minutes or less, so when do we activate the PIO? What information can they put out without UC approval? What do we say when asked about spill volume, dispersants, and wildlife? These are hard questions. In this episode of the tactics meeting, Sam Sacco, President of Strategy & Communications, guides us through the answers. This episode is a must listen for any member of an incident management team.