Friday afternoons….aren’t they great?
You’re all set for the weekend and maybe even thinking of trying to get away early to beat the rush hour. There’s a glass of wine or a cool beer waiting for you when you get in.
Then it happens.
In my experience on the newsdesk, it’s either at around 3:45 on a Friday or approximately 2:30 on Sunday afternoon. It comes in the form of a call from the press team announcing that there’s a problem. It’s quite a big problem. You most definitely won’t be going home early and your weekend is now going to be stuffed full of constant phone calls and briefings to journalists.
Frustrating, yes. Irritating, definitely but not the end of the world. There is a way to make the next 48 hours feel less like a roller coaster ride and more like check up at the dentist (a bit painful but over in a relatively short space of time!)
Probably the hardest part is when you first have to come out and face the press to give a statement. It’s that initial part of a crisis when the journalists are hungry for any information they can get their hands on. However, remember you have the information they need. You don’t have to be on the back foot, YOU can be the one in control. It’s just about how you deliver the message.
Here are a few key pointers to set you on the right track….
Detailed preparation and rehearsal are critical
It is extremely important not to speculate about what might have happened before everything is clear
No blame should be accepted until the facts are clear
If there is a limited amount to say, this should be made clear at the outset and the interview should be cut short rather than allowed to meander into the realms of speculation
Every effort should be made from the very beginning to demonstrate concern in order to make a sympathetic impression
A summary of key points is a useful way to finish
There is light at the end of the tunnel. Whilst all around you are losing their heads, you can be the star of the show. The press team will love you, your peers will be impressed and the media will be delighted they have a competent spokesperson who can give them what they want.
James
P.S. If you think that you or your company could be better prepared for a media crisis then perhaps we could help? Why not get in touch to see how via www.mediafirst.co.uk