The case suggests that some of the families' heartache could have been avoided if "well-intentioned" people had followed the company's crisis communications plan. Where, specifically, did they fail to follow the plan?

What will be an ideal response?

Organizations in crisis have to speak with one voice. It is in that spirit that the
company had rules concerning the public release of information from the
command center. When the initial positive reports were received, people eager to
spread the good news used their cell phones to contact the outside world.
Unfortunately, the premature release of information did not give the company
enough time to verify the information. As it turned out, violation of established
procedures was harmful.