Commentary From Crisis Management Expert Edward Segal, Bestselling Author of the Award-Winning Book "Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies" (Nicholas Brealey, 2020)

A best practice for responding to a corporate or other crisis is to visit the site of the crisis when it is appropriate and safe to do so. The visits send the message that the company or organization is concerned about the situation and doing what it can to address the crisis.

President Joe Biden sent that message last week when he visited Puerto Rico, which was hit hard recently by Hurricane Fiona.

"I'm heading to Puerto Rico because they haven't been taken very good care of. They've been trying like hell to catch up from the last hurricane. I want to see the state of affairs today and make sure we push everything we can," Biden told reporters on the South Lawn of the White House before boarding Marine One.

Soon after he arrived in the U.S. territory, "Biden, in a blue oxford shirt with open collar and khakis, took the stage and joked that he doesn't want the headline to read 'Biden brings storm to Puerto Rico,' as large, dark clouds hovered over him," according to a pool report filed by Christopher Cadelago, a reporter with Politico.

Kinship With Puerto Rico

"Biden said he's long felt an intense kinship with the people here, noting his many visits and the fact that he's from a small and diverse state. Biden said, in a sense, he was raised politically in the Puerto Rican community. "I was sort of raised in the Puerto Rican community at home politically," he said.

Most of his remarks focused on what the administration is doing to help with the recovery. "We're going to make sure you get every single dollar promised," Biden said, adding that he approved the first set of relief funding before the recent storm hit.

Not Leaving Until The Work Is Done

"Biden talked about the various other aid, and said many of the FEMA staff on the ground are Puerto Ricans who are helping their neighbors while also caring for their own families.

"He spoke rapidly, as the clouds hung closer and thunder rolled while lightening struck far in the background. Biden said he is not leaving until the work here — 'every single thing'— is done, " according to the pool report.

'The Biggest Thing To Keep In Mind'

"The biggest thing to keep in mind when visiting the site of a crisis or other corporate emergency is to empathize with the individuals, business owners, and those affected by the crisis (in this case the devastation from a hurricane), Mark Kaley, an account strategist at Otter Public Relations, said via email.

"The leader has to present an air of authority, control, and empathy. He or she must convey through words and actions that [they]stand with the people affected by the occurrence…" he counseled.

'A Hug Can Only Go So Far'

They neeed "to present alternative solutions. People are experiencing a problem, whether it be food, shelter, or power, and this has a direct effect on their livelihood.

But people impacted by the crisis "do not want to hear plans for the future, they want immediacy. A hug can only go so far," Kaley observed.

'Minimize Inconveneince'

"First and foremost, President Biden (or any senior official visiting the site of a disaster) should take in mind the disruption to ongoing search-and-rescue efforts that the visit will inevitably cause," Kirk Hazlett, an adjunct communications professor at the University of Tampa, said he email.

"Acknowledge the inconvenience and promise to do whatever is possible to minimize inconvenience," he suggested.

Don't Over-Promise

A business leader who visits the site of a crisis "must show sincere compasssion…[and hold] meetings with individuals or groups to hear [their] concerns and convey a deepfelt sense of caring and understanding. Finally, the business leader must be careful not to over-promise. If he/she doesn't know the exact answer to a question, say so and promise to have a response ASAP," Hazlett counseled.

"There are no quick answers to disaster response, but a genuine display of heartfelt compassion will go a long way toward speeding recovery," he concluded.