When the Kwok brothers of Sun Hung Kai Properties faced the media last week to proclaim their innocence in a corruption-related investigation, crisis management industry experts say their efforts did not conform to the playbook for how to handle corporate turmoil. The hastily called briefing started more than 30 minutes late and the more than 100 media organisations in attendance were told in advance not to ask any questions. The brothers read from prepared statements. 'You got to understand the power of the media. Then you got to get them on your side. If you are going to make a press statement, then say something,' said Chris Leahy, a co-founder of strategic advisory firm Blackpeak Group. John Macpherson, the Hong Kong general manager at Control Risks, a London-based international risk consultancy, said that while it was common practice for a company to make as few comments as possible when a government investigation was going on, company officials also needed to focus on how they could assure stakeholders this kind of investigation would not happen again. 'Cases like this are very complex, so it is important that the company provides ongoing updates to shareholders, institutional investors and bankers so [the company] can control the story and minimise speculation,' Macpherson said. SHKP, one of the world's largest property developers, has not hired an external crisis management consultancy to help it navigate an investigation involving its chairmen, Thomas Kwok Ping-kwong and Raymond Kwok Ping-luen, who are the subject of one of the city's highest-level probes in the history of the anti-graft agency, the Independent Commission Against Corruption. They were arrested along with former chief secretary Rafael Hui Si-yan. They have not been charged. 'I feel a bit sympathetic for Sun Hung Kai's PR (public relations) managers because the ICAC thing must be something they probably never expected to deal with for the company,' said one public relations industry veteran who asked not to be named.