How To Handle Media Communication During A Crisis?

From data breaches to financial impropriety to natural disasters, a business is susceptible to a range of crises, some of which aren’t in your control. A crisis can strike at any moment, and its crisis communications with the news media has long-term impact on its reputation and future.

As a company, whether a start-up or a stalwart corporation, the difference lies in whether you have a crisis communication strategy or not. This makes it possible to handle the crisis in the first few hours when the public hasn’t picked a side and are open for communication. 

Here’s how to confidently handle media communications during a crisis: 

1. Form a Crisis Communication Team

Choose team members that are skilled in public relations, media handling, and decision-making as their primary role would be to assess the situation, develop a communication strategy, and become the source  for all external communications. 

Once you’ve assembled the team, task them with drafting messages for all possible crisis scenarios. You can include a media trainer in Toronto in the planning process. Media trainers know what questions will be asked and can help you identify and prepare a suitable spokesperson. 

Media training will:

• Refine your strategic narrative

• Reduce interview anxiety

• Prepare the spokesperson for any question

• Ensure key messages are delivered in a collaborative and natural sounding way

• Show how to reframe topics in a more positive light

• Teach established techniques for answering even the toughest questions

• Show them how to remain calm and poised

• Give your organization more control over the resulting coverage

• Ultimately, it helps you protect your reputation
  

2. Assess the Situation Quickly 

Ask yourself: What is the impact of this crisis? What happened? Why? And, who is affected? What action can we take to address it and help those affected? Acknowledge, show concern and take action is a good formula. 

Time is of the essence. You can gain greater control over the narrative and protect your reputation if the information comes directly from you rather than having journalists rely on others who don’t have all the details and could misrepresent the situation.

Get input from others such as your legal counsel, the authorities involved, and those directly impacted. Make a list of likely questions, paying special attention to the challenging or antagonistic ones.

3. Develop a Clear Message

Your response message should be concise and straightforward. It should acknowledge the situation, express concern for those affected, and outline the steps being taken to address the issue. Honesty and authenticity goes a long way. Consult with legal counsel to find out what you can and can’t say. Don’t forget to obtain approval on any information being shared externally.

4. Find the Right Communication Channels

Whether it is traditional media, social media, or a press release –different communication channels perform different functions. Social media is the fastest way to get the word out to everyone. Press releases are the way to get information out directly to the press. News media relies on press releases as a source for accurate information and official statements from the company. Interviews are a good way to humanize the situation, show empathy and be more relatable to the audience. Statements can be issued but they are less personal and may not have as much of a positive impact as your spokesperson could. 

5. Be Consistent and Offer Ongoing Communication

Crisis communication is not a one-time event. Regular updates, even if there's no new information, can reassure the public and the media that the situation is being managed. Consistency in the message across all channels is essential to keeping the public informed and avoiding confusion.

6. Be Responsive to Media Inquiries

Make the media your ally and be responsive to all their queries. When you show that you are responsive, even if you can’t provide all the answers, shows that you are working hard to find a solution. It demonstrates respect, cooperation and good faith. .  

7. Monitor Media Coverage and Public Reaction

Media listening can be a powerful tool as it provides feedback into the effectiveness of your communication strategy and also highlights areas that need adjustment.

Depending on your analysis, you can swiftly adjust the tone, contents, and message of your responses and also demystify misinformation or rumours, if any. It is a best practice to have one dedicated individual focused on reviewing news coverage and social media listening, analyzing it, sharing it with the decision makers, and providing strategic recommendations on how to respond.

8. Learn and Adapt

Crisis communication is not a one-time thing. After the crisis has passed, review how well the company handled it and analyse how you’ll handle it in the future. Continue following social media and traditional media for people’s responses to build long-term trust. 

Journalists find media trained spokespeople more trustworthy and credible. At Bulletproof Media Training, we help brands, corporations and individuals across North America develop a strong crisis communication strategy as part of our media training services. With experience in a vast array of sectors, our experts are well positioned to support you through any issue.  

Send us an email for a free consultation. Bulletproof Media Training incorporates crisis communication support so you can deliver an effective, immediate response.