How to Handle the Media During a Crisis

When a crisis comes knocking on a company’s door, it is often promptly followed by a call from the media. At times like these, it is the company that knows how to tackle crises effectively – with responsive and transparent communications – that will ride through the turbulent waves to safe habour most successfully.

Be Prepared

A well-crafted crisis management strategy should always include the media relations team. Not only do they provide media management advice, they are often the go-to source for crisis updates by those media.

Always be prepared to implement a crisis action plan so that the company can respond responsively and sensibly.

Train a spokesperson

Choosing the right spokesperson and providing relevant training to that person is extremely important. Having an ill-trained or media-shy spokesperson to face a room packed with information-hungry reporters can almost be an invitation for a second crisis.

Managing media during a crisis is not an intuitive skill; it requires constant training and practice in order to hold the fort and counteract all possible media angles.

Before addressing the media, whether it is during crisis or simply a typical media interview, there are a number of things your team need to keep in mind.

• Identify three key messages to be delivered. These will guide any media ensuing discussion
• Prepare answers for a list of likely questions that will be asked and ensure the answers support the key messages identified above
• Prepare a well-written script, and practice, practice, practice

Prepare for the long game

Establish strong relationships with media outlets by keeping them informed of the company’s developments on an ongoing basis. In addition to regular media gatherings with key journalists, sending relevant press releases on a periodical basis via a newswire is also an effective way to keep the company on the media’s radar.

The media continues to play a vital role in disseminating information and facts to the public during any crisis situation. When there is genuine trust and cooperation, the full value of the vital role of media will be realized.

So, rather than taking a combative approach to media, work with them and treat them as equals in the quest for the public’s attention. Be transparent, timely and accurate with your updates so they can do their job reporting to the public and external stakeholders affected by any unfortunate incidences that involve your company.

With the help of the media and a well-executed crisis management plan, you stand to minimize the impact and repercussions on your brand – and ultimately the bottom line.

Author:  Nesha Nagreh is the Audience Development Executive of PR Newswire based in Malaysia.