Speaking on
behalf of an
organization in the
white heat of a crisis
can be harrowing, even
for experienced
executives. And the
truth is that the
performance of the
crisis media
spokesperson will affect
how the public views
that organization, and
not just in the short
term. Crisis media
Training, experience and
a natural aptitude for
this task can all
contribute to a
successful performance.
But analysis of a host
of crises reveals that
the best crisis media
spokespeople usually
embrace the following
golden rules:
1. Show empathy for
people affected by the
situation
Your reputation will be
in much better shape if
you demonstrate concern
and empathy for the
impact of your situation
on people. Ignore this
rule and chances are you
will be seen as cold,
calculating and more
interested in profit
than people.
2. Never say "no
comment"
In the early stages of a
crisis, there are many
questions you can't
answer - you simply
won't have the facts.
But your answer must
never be "no comment" -
that will be translated
as "you're right, I'm
guilty, but for legal
reasons, I can't admit
that".
3. Focus on
communicating facts
You need to quickly
communicate that you are
on top of the crisis,
and establish the
organization as a prime
provider of information
about the situation.
Volunteering clear and
relevant facts addresses
these objectives as well
as filling the
communication vacuum.
4. Emphasize the actions
you are taking to
control the situation
All organizations are
vulnerable to crises.
The ones that survive
and prosper are those
that are seen to manage
them professionally and
effectively.
Communicating the steps
you are taking
demonstrates you are
actively managing the
situation, not just
reacting to events.
5. Never speculate
Speculation is your
enemy - it leads to
lurid, frequently
inaccurate headlines,
and a crisis spiraling
out of control. An
effective crisis media
spokesperson rejects
speculation and returns
to messages focused on
the facts and what the
organization is doing to
manage the situation.
6. Speak clearly and
calmly
Communicate control
through your tone of
voice and delivery. Not
only will you embody a
professional
organization which is
handling the situation
responsibly, crucially,
you will also ensure
that your crisis media
messages are received
accurately.
7. Avoid using industry
jargon or company
acronyms
Using jargon or acronyms
means that most people
watching, reading or
listening to your
comments will not
understand what you
mean. Worse, you create
an impression of an
aloof organization, out
of touch with the
outside world and more
concerned with itself.
8. Rehearse with a
colleague before taking
to the airwaves
Making time for a
fifteen minute rehearsal
with a colleague before
embarking on an
interview gives you a
chance to warm up and
receive feedback on
which crisis media
messages resonate well -
and which ones don't.
9. Ensure your body
language matches your
crisis media messages
Strong eye contact and
an expression of concern
- not panic! - are
crucial to ensuring your
words are received as
you intended. Ask a
viewer to describe a
crisis media
spokesperson and they
will talk about how they
"came across". Very few
talk about the specific
words that they said.
10. Know and repeatedly
emphasize your key
crisis media messages
A crisis media interview
is an opportunity for
you to communicate
important information.
Plan your crisis media
messages ahead of the
interview and seize
every opportunity to
introduce them into the
interview. Avoid being
led by the interviewer.
Great crisis media
spokespeople - think
Rudi Giuliani on 9/11 -
seem to get it right by
instinct: they know
intuitively the right
things to say and do.
For the rest of us,
following the golden
rules can help to keep
us on the right track
and protect our
reputation.
Source:
Jonathan Hemus
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