Recently, I was called upon to provide counsel on how to handle a crisis. So, I thought, why not share some of the basics that I provided them and that I use in my formal media crisis/training presentations for this blog. Please note that the following are general tips that can and should be applied to any scenario and for any organization.
By Monica Wood│MWPR, Inc.
Things to Keep in Mind:
1. A crisis can come at any time, from anywhere and in any form. The goal when faced with a crisis is to minimize the overall damage.
2. The best way to manage the situation, if it should ever arise, is to create “a plan of action”.
3. That plan would include: message development, identifying spokespersons and conducting media training for them, media monitoring and on-going media counsel.
4. Only the identified spokesperson (CEO/Leader) and back-up spokespeople (or firm on behalf of the organization) should release information to the media and to the public. All other staff, board and committee members, etc. should be professional and helpful to the media by connecting them with the spokespeople, but will neither speak to the media, nor provide any information. (Refer to Media Crisis Guide)
5. There should be one designated PR/crisis management lead person working with the core “team”, directing and coordinating all aspects of the organization’s response including managing the messages and the delivery to the media. There should also be one designated spokesperson that actually interacts with the media and other inquirers. The core team can include attorneys, advisors, identified management, etc.
6. All comments should be presented in a professional and sincere manner, and serve to mitigate the crisis while reinforcing the leadership role of the organization.
7. Please keep in mind that "No comment" is never an acceptable response. If an answer is unknown or cannot be immediately answered, make note of the question, tell the reporter that the appropriate person will get back with him/her on that question. If the question cannot be answered due to a policy (such as sharing personnel information, etc.) let the inquirer know that.
8. Personnel matters are to remain confidential, always.
9. When possible, responses should be proactive, responsive, and action-oriented.
10. Please note that it is important to maintain a positive position with the media as they are your direct connection to regaining public trust. In times of crisis, maintaining effective media relationships will be particularly critical in bolstering public confidence in the sector as a whole.
MEDIA CRISIS GUIDE
WHAT TO DO WHEN THE MEDIA CALLS:
•TAKE CONTACT INFORMATION (NAME, NUMBER, EMAIL ADDRESS AND MEDIA OUTLET)
•ASK WHAT THEIR DEADLINE IS.
•REMAIN POLITE, COURTEOUS AND PROFESSIONAL THROUGHOUT THE CALL.
•PROBE TO ASCERTAIN NATURE OF THEIR CALL.
•ASSURE THEM THAT THE APPROPRIATE PERSON WILL GET BACK TO THEM MOMENTARILY.
•ONCE OFF THE PHONE IMMEDIATELY REACH OUT TO THE IDENTIFIED KEY PERSONS IN THE ORGANIZATION.
WHAT NOT TO DO WHEN THE MEDIA CALLS:
•NEVER, SAY, “NO COMMENT”....THAT WILL BE THE QUOTE USED IN THE STORY.
•DO NOT ATTEMPT TO ANSWER QUESTIONS…EVEN IF YOU ARE THE IDENTIFIED SPOKESPERSON. ASSURE THEM THAT THEIR CALL WILL BE RETURNED SHORTLY.
•DO NOT PROVIDE PERSONNEL OR OFFICIAL INFORMATION.
•DO NOT GIVE OUT ANY PHONE NUMBERS.
•DO NOT SOUND DEFENSIVE ON THE PHONE.
http://www.mwprinc.com/
http://mwprinsight.blogspot.com/
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