Crisis Management

By Larrywomack.com

Business/Media Relations:

What to do when Morley Safer calls   

In a world where information is power, it is important for successful business people to empower themselves to meet potential media exposure head-on.  The unprepared and ill-equipped are always losers in media confrontations.  The knowledgeable and well-prepared often gain credibility and at the very least, are able to neutralize potentially negative situations.

Here is a 15-point checklist developed from my experiences in media conflict management.  Following these points will provide the basis for a fair hearing in even the most difficult of situations.

  1. Always allow direct contact between you and the reporter.  Acting through an intermediary confuses the issue and diminishes your credibility.
  2. Always have a third party present at the interview, preferably one who will be objective with you afterwards.  Tape the interview if possible.
  3. Prepare yourself before the interview through consultation with your advisory colleagues.  Make sure your legal and public relations counselors have a good working relationship.
  4. Minimize the risk of being quoted out of context by speaking in short sentences and by repeating key phrases that convey your point of view.
  5. During the interview be wary of deception, but be prepared to recognize straightforwardness.
  6. Understand that the reporter must print news in a manner that attracts the reader’s attention.
  7. Don’t rely on the reporter’s note taking to include all the facts; follow up with a letter reiterating your position.
  8. Show a genuine interest in learning the details of the journalist’s work; e.g., deadlines, sources, criteria, and procedures.
  9. Never try to squelch a story by going over the reporter’s head or by attempting to bring pressure to bear on the media.
  10. Your most credible allies can often be “reliable sources” for a probing reporter.
  11. Remember, virtually no medium is too important to warrant your personal attention.  Stories that appear in minor media outlets can become big news.
  12. Be aware of public concerns when commenting on broad issues in which your personal or corporate interests are involved.
  13. Always send a note to the reporter following the appearance of the story.  In a reasoned way let your feeling be known.
  14. The best way to deal with a negative report is to take it in stride.
  15. A long-range program is often necessary to overcome the damaging effects of a negative story.

Obviously, when your communication function is integrated within your corporate planning and strategy, the need for crisis management diminishes.  When a problem does arise, use this checklist as your planning tool.