You’re a seasoned spokesperson with a handle on company messaging, a knack for telling a story and rapport with key journalists. Then a crisis hits. You’re inundated with requests for comment, the situation is moving fast, and usually friendly media contacts are skewering your business on the front pages.
Most spokespeople would break out in a cold sweat at the thought of preparing for a media interview during a crisis, but not you. You’ve undertaken media training for crisis situations and are equipped to face the media at a moment’s notice.
In a crisis, time is of the essence as 24/7 news cycles and relentless social media feeds mean the narrative can quickly get out of your control. What you say, when, and how you say it can be pivotal in the trajectory of the crisis. Get it wrong and you may escalate the situation, get it right and you may win customers rather than lose them. Imagine viewing a crisis as an opportunity rather than a threat – crisis media training can enable that.
How to speak to the media during a crisis
The ability to be a successful spokesperson during a crisis comes as a result of considered preparation. This is not a case of being prepared in advance for the subject matter, which is near impossible as sources of a crisis are infinite. Rather, successful crisis spokespeople understand the factors that will influence the trajectory of a story and can communicate in a way that will effectively manage the media.
1. Have a clear, realistic objective.A crisis usually requires communication across a range of channels, and while a media statement (proactive or reactive) may be essential, an interview isn’t always the wisest option as it will open you up to questions you may not be able, or willing, to answer. If you decide to take this route, be clear and realistic about what you want to achieve. Primarily this will be to reassure key stakeholders, show accountability and contrition, and demonstrate control but this may include needing to make a swift apology, correct misinformation and outline recovery actions. The most important component of crisis media training is practicing how you will respond to likely questions, delivered by a former journalist. This is your opportunity to ensure you know how to navigate a challenging media interview and meet your objective.
2. Know your audience. The journalist may be anything from apathetic to aggressive – keep in mind they are not the audience, but the conduit to the audience. Your focus must be on communicating to the people impacted by what’s gone wrong. Likely this will be potential or current customers, suppliers and employees. You must speak in a relatable, relevant way using terms the audience will understand and addressing their concerns. Your media trainer will be the external perspective that you need to ensure what you say in practice interviews is going to land effectively with the target audience.
3. Always remember, it’s not about you. A journalist’s line of questioning can feel like a personal attack prompting your fight or flight response. Let your fight instinct kick in and you will make the interview about your feelings, your defence, your perspective. Let your flight response take hold, and you look evasive, dishonest and uncaring. As the above point shows, everything you say must be focused on the audience.
Successful spokespeople are disciplined in managing their emotions and understand an interview is a transaction, not a conversation. Media training will equip you with the techniques for what you say and how you say it to ensure you remain in control of yourself as well as the narrative.
In a crisis, a journalist can have the spokesperson on the ropes from the very first question. But while you may enter as the underdog, victory – or at least a draw – is achievable if you are a crisis media trained.
