When a scandal or corporate crisis communicates with all its fury, it is very difficult if not impossible to have absolute control of the news being published in the media. Therefore the most effective way of handling a crisis is to avoid it completely.

Yellow rumor, bad intention, sensationalism and news features are remote news coverage in such situations.

It has moments in volatile sectors such as mining companies. It is an object that has to carry out its work in holding the face of several challenges to established interest groups.

How can one control the news of an accidental spill of toxic chemicals in a dam? How can a company manage the media in a press release like this? and moreover who will look first for the journalists to request information, a mining company or environmental groups.

It is difficult to control media in a situation like this or a similar one, if not taken preventive measures and the response action planned well in advance.

Recall that a communication strategy will be successful only if it is based on realities. So an organization have to work with the truth, know how to present that does not affect or increase the negative positioned adjectives.

The relationship with the representatives of the media must be permanent and much more from us the nature of their work-latent risks that could lead to a contingency, in a crisis situation.

For a company that manufactures chemicals, the possibility of a spill or an explosion is latent, a bank could get into a situation of liquidity and not necessarily lead to bankruptcy, a rumor and poor management in the media may produce a massive retreat, that will lead to a collapse of the government institution that manages a large budget and political conflicts may have to be a victim of a campaign of accusations of corruption cases, a company with a poor working relationship may have many internal problems.

All this must be regarded as latent risks to which we must anticipate and be ready with the anti-crisis devices.

In a company with latent risks, producing a manual of crisis becomes vital. This manual will be in crisis thorough detail, and what will the management of all communication in general and journalists in general to offset any imbalance information.

Every company should know in advance the risks they are submitted to in future. A company might be surprised by a media attack that damages their image and should review the activities of its Public Relations Department, they should be prepared and be warned and react to anything that happens.

In conclusion: We have to balance real-time negative news and we must strengthen the positive news in a given crisis management, trying to set the agenda on issues of public debate.