As much as we all like to deal only in good news,
things can and do go wrong. Mistakes, problems,
slip-ups, errors of judgment, political controversies or
accidents come along once in a while and with them can
come the media spotlight. If your group finds itself in
the midst of a media furor the last thing that you want
to happen to your corporate reputation is for an
incident to build into a full-blown crisis.
Having such a crisis with having a crisis management
plan or a school crisis management crisis PR policy on
your hands can cause long-term damage to your group,
mainly through the loss of public confidence. This can
lead to a loss of public support, fewer members,
supporters, volunteers or helpers and can also hit your
group's bottom line through people being reluctant to
donate to your group.
Whatever the reason was for the incident, the first
priority for your group is to fix it with crisis
communications training courses or workshops. Make sure
there is no ongoing risk to the public and that there
are steps in place to ensure there is no chance if the
same thing happening again. The next thing your group
need to do is deal with the media and prevent a media
public relations crisis.
Prepare for the Crisis Training
The best way of preparing for a media frenzy is to have
developed a crisis management plan on how your group is
going to deal with such situations.
That way, if something does happen and the media come
calling, you will have a crisis communications plan
including the provision of seminars and classes for key
employees prepared.
That crisis communications plan should make sure your
group has:
• An appointed spokesperson (or, possibly a couple of
spokespeople, in case one is unavailable) to whom
inquiries and the media should be referred.
• A definite process in place so your group's members
know who is going to speak to the media if an incident
occurs. It is vitally important all group members are
clear on procedure and who to refer the media to in case
they receive calls or inquiries from them.
• A method whereby senior class members or leaders can
quickly get together and gather information so they are
well-briefed for media inquiries on any situation or
issue.
• A way in which crisis PR spokespeople can quickly
respond to the media with accurate information.
The aim of this sort of crisis media training seminar
should be to allow clear and accurate communication to
the public and to your group's members, donors,
stakeholders, supporters, volunteers and fundraisers
through the media. It should also aim to stop any
long-term damage to your group or any erosion in its
public confidence.
What should you do when the media contacts you about
something that has gone wrong and it involves your
group?
Don't run. Don't hide.
The first and most instinctive reaction for many groups,
especially those not used to having the media spotlight
shone on them with any intensity is to run from the
situation and hide. Simply put – don't do it.
Trying to avoid the problem, or ignore it, in the hope
it will go away will not work and you risk damaging your
group's good name in the process.
The reality is that the media will run the story with or
without your input. So it makes good sense for you to
positively influence that story by addressing the issue
quickly, accurately and in a proactive manner.
What you want to do with your crisis communications
training workshop is influence the nature of that story,
as much as possible, to ensure that what is run is
accurate and fair. It is difficult to complain about not
having your side of the story aired when you have
refused to provide it.
An important aspect of any media crisis PR is getting
across strongly and clearly that your group is doing
everything in its power to address the issue.
Organizations that come out of a media crisis with their
reputations intact are those that deal with the crisis
management training course quickly, effectively,
honestly and, just as importantly, are perceived to have
done exactly that.
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Related: Crisis Training