When a serious incident occurs, it may feel like the worst has already happened. But if the media isn’t managed effectively, the situation can quickly escalate into a full-blown communications crisis. The way you respond in those first hours will shape public confidence, trust, and reputation.
Here are key principles to remember:
1. Act Promptly
• Assemble your crisis management team immediately.
• Establish the facts as best you can: What happened? Who is affected? Who needs to know?
• Speed matters. In a vacuum, speculation and misinformation will fill the space, especially on social media.
2. Prepare Your Messages
• Agree on clear, consistent messages early.
• Keep it factual and avoid speculation.
• Anticipate the questions you’re likely to be asked and prepare concise responses.
3. Choose the Right Spokesperson
• Broadcast media requires a credible, trained spokesperson. Radio needs a calm, clear voice; television needs a composed, confident presence.
• Print media can be managed effectively with written statements, issued quickly by your communications team. This ensures accuracy and consistency while the situation develops.
4. Communicate with Clarity
• Stick to the known facts, don’t spin or guess.
• You may not have every detail at first, but you’ll know enough to provide a clear outline.
• Remember: a radio interview may only last 3 minutes, and a TV interview even less. Short, factual answers carry the most impact.
5. Be Consistent
• Repetition is your friend. Use different words to reinforce the same core facts.
• Consistency across all agencies and spokespeople builds credibility and prevents confusion.
6. Stay in Control
• A calm, composed spokesperson reassures the public as much as the information itself.
• Confidence, clarity, and empathy are as important as the facts you share.
Final Word
With the right preparation and training you can handle the media in a crisis. Practical exercises, clear messaging strategies, and confident spokespeople make all the difference.
Our trainers will ensure you have the skills to handle the media effectively in a crisis.
Call us, preferably before a crisis hits, but if you need help, we can offer advice and support now.
Media Friendly specialise in Media Training, PR, and Communication skills. We deliver everything from Presentation Skills to Crisis Media Management. We also offer PR and Crisis Management support. For immediate support, call Media Friendly on 01628474154, or email us now.
