Ethiopian Airlines will have to be selective about the details it reveals about the crash of its Nairobi-bound Flight ET 302 on Sunday.
This is according to aviation expert Linden Birns, who says the airline can't comment on certain aspects of the case to avoid accusations of prejudicing the investigation.
All 157 people on board the Ethiopian Airlines flight died when the Boeing 737 MAX 8 aircraft came down just six minutes after taking off from Addis Ababa.
Now investigators are combing the scene, searching for bodies and clues into the crash.
Birns, who specialises in aviation PR and crisis management, says the airline will have to manage various interests in the course of the investigation.
While Ethiopia will head the investigation, US regulators who oversee the manufacturers of the airframe and the engine will also be invited to assist.
The airline will reportedly work with Boeing, the national civil aviation authority and a range of international experts.
According to Birns, Ethiopian authorities will also invite state officials from the various mourning countries to observe the investigation.
Investigators have 30 days to publish an interim report, detailing the catalogue of evidence found following the crash, Birns says.
A forensics team should be on the scene processing the crash, the information from air traffic control, the flight logs, the maintenance logbooks, cockpit voice recorder and data recorder, also known as the 'black box'.
They'll be able to put together a clearer picture of what was happening to that aeroplane over the six minutes of the flight.— Linden Birns, MD of Plane Talking and partner at BHK Crisis Communications
The investigative authorities from those countries will help and they will ask the manufacturers to provide technical support if they need to understand more.— Linden Birns, MD of Plane Talking and partner at BHK Crisis Communications
The country of occurrence, in this case, Ethiopia, is responsible for mounting and leading the investigation.— Linden Birns, MD of Plane Talking and partner at BHK Crisis Communications
The airline is confined in what it can and can't say.— Linden Birns, MD of Plane Talking and partner at BHK Crisis Communications
Listen to the discussion on the Pippa Hudson Show: