Crisis Communications

No amount of “spin” can turn bad news into good news, but there are ways to be more effective at managing communications with the media, when there is a crisis.

It is extremely important to take charge by realistically looking at the issue from as many perspectives as possible, then putting the issue in a proper public perspective.

Other important strategies:

• Be calm and professional. The situation is temporary and your professional behavior will be to your advantage down the road.
• Set up a communication process with the media as quickly as possible.
• Keep the appropriate people apprised of the situation and update information frequently.
• Be accessible to the media all the time, but manage the flow of information carefully and with integrity.
• Decide early who will be the spokesperson for your organization. The public relations person or director/manager of your agency or organization is often the spokesperson who is considered to be the most authoritative source of information about the crisis.
• Make sure the spokesperson has all the information they need and conveys that openly. Always protect people’s confidentiality when necessary.
• Keep staff informed of the situation. If staff is not allowed to speak to the media, make sure everyone knows.
• Always talk about people first, property second, and money third.
• Watch and listen to media coverage carefully. Negative publicity stays in the minds of the public, so use every opportunity to correct inaccurate reporting.
• Avoid being put into a situation which you have to answer a YES or NO.
• Be prepared for open ended questions.
• Prepare a Frequently asked Questions list which includes:
  
  
  • What happened?
  • Why did it happen?
  • Was anyone injured or affected from it?
  • Could this have been prevented?
  • Has this ever happened before?
  • What is being done about it?
  • When will the problem be solved?
  • How will you prevent this from happening again?
  • Did you know this was going to happen?
  • What would you like to say to those affected?

Handle questions carefully.  NEVER release information which is "off the record." It WILL be published.