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Executives, including producers, in every industry should have a plan for dealing with the media after catastrophic events occur, but many do not. Dispensing information to the public--without making statements based on speculation--is especially important for proprietors, who could lose all their equity from lawsuits inspired by media coverage. Many executives think they'll never experience a disaster that requires them to deal with the media. But every producer should have a plan for reporting verifiable facts while avoiding speculation that can cause unnecessary public-relations damage. So that only verifiable facts are reported, upper managers should organize a crisis-response team, including one individual who speaks for the company, as part of its liability-prevention planning. The article includes a step-by-step guide crisis-response team members and the company spokesperson can use when speaking to the media after a catastrophe. [keywords: crisis, media, liability, public relations]