THE HAUPPAUGE REPORTER
The official publication of the 1,000+ member
Hauppauge Industrial Association (HIA)
June 2003
Dealing With the Media in a Crisis
The truth, the whole truth and nothing but the truth…
It’s the only way to go.
By Ron Wood
Every business, whether a sole proprietorship or multinational firm, must be ready in advance to respond to the media in a crisis. Preplanning is crucial. You must have, within the context of your Business Continuity Plan, a section outlining specific steps on how to address the media. Once a negative situation has already developed, it is too late – as it can take a firm several years to recover from the backlash of negative media attention. It is important to establish internal lines of communication. You must have in place a chain to gather and compartmentalize information. The first hours of a crisis are often chaotic. After the fact is much too late to begin crisis management preparation.
Under Fire
When your firm is under fire, chose an appropriate spokesperson that is media savvy. If there is no one in your firm who has the experience dealing with the media, or who is not comfortable to getting a message across under pressure, consider hiring a professional spokesperson.
General Causes
The following are some general causes which may incite the need for crisis management:
- Business disruptions
- Executives facing fraud or jury indictments
- Product recalls
- Wrongful deaths or injuries
- Fire, flood and other disasters
- General negative assumptions or facts about your products or services
(or even similar products or services)
- Loss of a key employee, either through resignation or illness
- Downsizing
- Embezzlement
- Financial issues
- Ethical issues
- Due diligence
- Workplace violence
- Sexual harassment allegations
Taking Control
First, assess the specifics of your situation to better control it. Since you have prepared in advance, you are ready to begin. Part of your preplanning is to appoint leaders, or key personnel, within your firm. Have them gather all pertinent information and report it to those assigned to spearhead the situation. Once all the information is gathered, lay out the cause, effect, and remedies you are examining. Piece together and establish the corporate policy for the specific situation, then go over the policy with the spokesperson. A mock interview or mock press conference at this juncture would be prudent.
You Cannot Hide
Obviously, it is not suggested you go running to the media. Some even suggest closing ranks, circling the wagons and hiding. You can run, but you cannot hide. You cannot play Ostrich, or run away like a turkey without a head. Not being open to the media can be a fatal flaw in your corporate policy. Hiding can also cause the media to seek out other sources within your industry for comment. Do you really want your competitors appraising your situation and your business?
The Reporter' s Challenge
Understand a reporter's challenge. They are assigned a story with a deadline; their competence is assessed not only by accuracy of what they write, but how timely they can deliver the piece. The pressure of deadlines and not being able to verify vital information at another time can cause misquotes, or vague references which are not complimentary. With ongoing pressure from an editor, it can become difficult for a journalist to maintain complete objectivity.
Never Guess
If you do not have answers, do not guess. Find out the deadline and get the answers in a timely manner. A timely manner is not five minutes before the deadline. Make yourself available 24/7 for any follow-up questions.
I was a reporter for a long time. No matter how long I interviewed someone and how complete the information, when I finally sat to write the story, I always had another question. If during the interview they made me feel comfortable and offered a 24/7 number, I often called to get that last answer. When I did not feel comfortable and it was a minor item, I guessed. Granted, it was probably not the best alternative. If I was wrong, I knew I could always run a retraction or a correction.
Get It Right
We all know that a retraction does not carry as much weight as the original story. From the standpoint of a business owner, I do not want the media guessing about my crisis. I want to make it easy to be reached. The media must be treated as your trusted partner, helping you to disseminate accurate, honest information about your firm.
Answering Questions
Answering questions is another important aspect of dealing with the media. Remain dignified at all times. Just speaking in a calm manner can go along way to diffusing the situation. Project authority without arrogance. Do not hide behind technical jargon. Just keep it simple. Talking to the media is not dancing with wolves. No matter how bad the situation, one thing you should never say is, "No comment." The essence of public relations is dealing with perceptions. You might think that all you have to say is, "No comment" when you are in trouble. Think about how you feel when you hear someone else answer a question with "No comment." My perception is... GUILTY.
Have Sources Ready
Anticipating all the questions is rarely possible, but you should know in advance who could accurately source answers within your company. Again, do not guess. Carefully assess the time it will take to get the answers and request that time to get back with the specifics. There will be times when professional legal representation is necessary to address technical or highly confidential issues.
When dealing with the media in a crisis, remember four things:
1. Be HONEST
2. Be ready in advance
3. Assess the situation accurately
4. React with prudence
Your company's future is at stake! If you have any questions, please contact Ron Wood, President, Ron Wood Public Relations at 631.355.0432, or ronwood@prbyrw.com.
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