What is the most important thing you can do as an Incident Commander to address

What is the most important thing you can do as an Incident Commander to address media relations?  Support your answer.
Response must be 350 words or more APA format utilizing references below:
https://amuedge.com/strategies-for-a-pio-to-share-information-in-times-of-crisis/
https://www.fema.gov/sites/default/files/documents/fema_nims-basic-guidance-public-information-officers_12-2020.pdf

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