Business In Crisis? 16 Key Steps To Take Before Speaking With The Media

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Business In Crisis? 16 Key Steps To Take Before Speaking With The Media

By Forbes Communications Council | Forbes Magazine | April 2, 2024

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When a crisis hits, the wrong response can be catastrophic, potentially resulting in total loss of public trust. With so much at stake, company leaders who are unprepared to speak with the media risk making the situation worse by sharing inaccurate or incomplete information. Companies instead need a solid communication strategy in place to reduce the odds of further disaster.  16 members of Forbes Communications Council share key steps to take before addressing the media during a crisis.

1. Aim To Get It Right The First Time.  There aren’t any do-overs. It’s critical to understand all the facts, align on a narrative, prepare for any unexpected questions and assign a single spokesperson to deliver that message—balancing speed with preparedness. That spokesperson should have been media trained in advance, be honest and sincere in delivery, and be comfortable saying “I don’t know” instead of making guesses on the fly.
2. Be Honest To Maintain Trust.  The importance of transparency and accuracy is crucial. It is only by upholding these values that a company and its leaders can build, maintain and ultimately sustain trust in their organization. Companies should develop a crisis management plan ahead of any actual event so that there are clear protocols for members of leadership to follow. 
3. Act Quickly With Initial Messaging.  Be fast with your response to ensure your brief message gets into the news cycle as quickly as possible. You don’t need all the answers, and you don’t need to assign blame.
4. Consider Whether A Topic Is Aligned With Company Values.  There are always important issues that need to be discussed and addressed, but the question is whether any given topic is squarely in your area of expertise. Your organization’s top priority should be to remain hyper-focused on keeping everything in alignment with your vision, mission and values.
5. Run Practice Sessions For Company Leaders.  All leaders should have a plan and run practice scenarios. In a world where media is everywhere at all times, it is essential for all senior leaders to understand what the communication plan for high-stakes crises is because different outlets will reach different people. One of the worst things you could say is, “I don’t know.”
6. Prepare For A Loss In Reputation. 
7. Evaluate Your Messaging From Multiple Angles.
8. Create A Plan Before Addressing Media.
9. Act Quickly To Demonstrate Accountability. 
10. Take Time To Ensure Accuracy
11. Prioritize Transparency In Your Response
12. Focus On Being Genuine
13. Determine Who Will Speak With Media Outlets
14. Respond Swiftly To Avoid Rumors
15. Clearly Communicate Next Steps
16. Invest In Training Before You Need It

2 key takeaways from the article

1. When a crisis hits, the wrong response can be catastrophic, potentially resulting in total loss of public trust. With so much at stake, company leaders who are unprepared to speak with the media risk making the situation worse by sharing inaccurate or incomplete information. 
2. 16 members of Forbes Communications Council share key steps to take before addressing the media during a crisis.  These are: Aim to get it right the first time, Be honest to maintain trust, Act quickly with initial messaging, Consider whether a topic is aligned with company values, Run practice sessions for company leaders, Prepare for a loss in reputation, Evaluate your messaging from multiple angles, Create a plan before addressing media, Act quickly to demonstrate accountability,  Take time to ensure accuracy, Prioritize transparency in your response, Focus on being genuine, Determine who will speak with media outlets, Respond swiftly to avoid rumors, Clearly communicate next steps, and Invest in training before you need it.

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Topics:  Communication, Crises, Trust, Transparency, Training