This Crisis Media Training workshop focuses on the need for successful interaction with the media. After completing our training, your employees will have the skills necessary to confidently and correctly manage media contacts.
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Crisis Training Seminars
A Crisis can happen to any
organization, at any time. We specialize in preparing people
to manage a crisis while communicating effectively with the media. For more information please call or email us.
A crisis is any
situation that threatens
the reputation or
integrity of your
company, usually brought
on by adverse or
negative media
attention. These
situations can be any
kind of legal dispute,
theft, accident, fire,
flood or manmade
disaster that could be
attributed to your
company.
If handled correctly,
the damage caused by a
crisis can be minimised.
It pays to have a crisis
management policy in
place so that, when the
worst happens, you have
an established way of
controlling the negative
fallout.
The main thing to
remember in a crisis is
tell it all, tell it
fast and tell the truth.
When a situation arises
that may be a crisis,
the first thing you
should do is contact
your CEO and the chief
of your public relations
department so you can
implement your
previously outlined
plan. The first
responsibility of any
crisis communication
team should be to
determine the
appropriate positioning
or message to address
the emergency.
In the first instance,
prepare a succinct
statement you can issue
to the press that
expresses your position;
this quote should be
attributed to your
designated spokesperson
(more below). It is
always best when a
mistake has been made to
admit it up front, and
then begin working
towards establishing
credibility. While, from
a legal standpoint, this
might seem like the
worst thing you could
do, being upfront from
the start is actually
more likely to minimise
legal costs in the long
term.
One individual should be
designated as the
primary spokesperson to
represent the company,
make official statements
and answer media
questions throughout the
crisis. This person
needs to be comfortable
in front of the media
and able to express
themselves in a
confident, credible way.
It is important, at the
onset of the crisis,
that the spokesperson
and advisors spend some
time rehearsing prepared
statements and answers
to possible questions
that may be asked by
reporters, particularly
those that might prove
most difficult to
answer. It is also
important to anticipate
and practice new
questions as the story
develops - try and stay
one step ahead of the
journalists and it will
serve you well.
Stick to answering the
questions, don't
volunteer information to
the media unless it is a
point the company wants
to make and never talk
off the record. Keep a
record of all telephone
calls and enquiries from
the media - this will
help to ensure that all
enquiries are answered
and also help with the
post-crisis analysis.
Source: Philip
Adams-Wright
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