The time may come when the media will come calling because you're stuck in the middle of a crisis. It's a challenge to respond quickly and well and a good idea to plan how you'll handle this kind of unwanted media
attention, before it ever happens.
An Internet search for the phrase "crisis communication" will give you access to all kinds of plans, templates, strategies and case studies.
How you respond to the media during and after a crisis may determine how damaging it is to your company long term. (Think of New York Mayor Rudy Giuliani before and after 9-11)
Here are a few steps to consider before news crews show up at your door:
It's common under the media's glare, to want to stonewall, to avoid the media or just say, No comment." Generally reporters are going to do the story regardless of your cooperation, so even if there's little you can reveal, acknowledge reporters' interest, explain you want to give them accurate information and promise to give it to them when you have it.
Designate a spokesperson, preferably someone who's gone through media training. Be sure all employees understand that only one person speaks for the organization. Make it easy for reporters to find out who to contact and how to reach them at all hours of the day or night.
Keep your spokesperson up-to-date and available. In an emergency, reporters are likely to scramble and will talk to any available source. If your spokesperson keeps supplying the best information in a timely way, they'll recognize him/her as the authority source, which may minimize the airing of opinions, rumors and misinformation.
Whenever possible, rather than step up to the microphone and wing it during a crisis, set a time and a place where you'll update the media later in the day. Be careful not to speculate and especially don't lie, even if they're clamoring for answers on the spot.
If you don't know the answer to a question, there's nothing wrong with saying, "I don't know." If there's an opportunity to get the facts the reporter wants and get back to them, offer to do that and then follow through.
Be sure to convey human emotion about what's happened. When bad news hits, let the community know the company cares and its people are doing all they can to deal with the situation.
With luck, you'll never need to call on your "crisis communications" skills, but with a little forethought, you'll have a plan for how to respond.
Photo credit: stock.xchng/hotblack
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