Media training is so much more than just being “camera-ready” with key messages prepared.
It should delve deeper to ensure an organisation has recognised potential risks (commonly referred to as an issues audit) and then developed a media plan which will set out exactly what staff should do in the event of an organisational crisis.
As much as we all like to deal only in good news, things can and do go wrong.
Mistakes, problems, slip-ups, errors of judgement, political controversies or accidents come along occasionally and with them can come the media spotlight.
Whatever the reason was for the incident, the number one priority for your organisation should be to fix it.
Make sure there is no ongoing risk to the public and there are steps in place to ensure there is no chance of the same thing happening again.
A crisis, well handled, doesn’t have to escalate to the point of becoming a public relations disaster.
Being prepared with a list of possible scenarios and potential incidents will help manage sensitive or emerging issues in the media.
Below is a list of the steps involved in preparing a comprehensive and concise issues and crisis media management plan.
Identify the issue/incident
What is the impact? What is the level of risk?
Highlight who in the organisation owns the issue
Who are your stakeholders?
Identify your media spokesperson
What is your media strategy? – Is this a reactive response or a proactive opportunity?
What is your media response?
Make sure the appropriate people have agreed with the media strategy and the media responses are approved. Having prepared this plan well in advance will ensure a speedy and coordinated response time should any issue or incident occur.
Organisations that come out of a crisis with their reputations intact are those that deal with the issue quickly, effectively, honestly and just as importantly, are perceived to have done exactly that.