Recent research showed 12% of Australian companies and 39% of councils have no contingency plans to cope with an emergency or crisis. Among those who do not have plans, I wonder how many people have an effective strategy for dealing with the media?
During a crisis that the media play an important role in informing the community about what is happening.
But no dealings with the media and have no plan for dealing with them can turn even the most complete> Projects in chaos.
For example, in an emergency and means of crisis management workshop that I run, I give two examples to highlight why a plan for dealing with the media should be an integral element of any risk management plan.
For example if you have a fatal accident at a construction site and before the organization can communicate with their parents well connected intentions rang local radio station to dedicate a song and the name of work recently died of it.
Thisillustrates the importance of having first a crisis media plan and then communicate that plan within all employees. It should be noted that during a crisis of any contact with the media should be one or two official spokesmen.
The second example illustrates how the information circulating in the media, often through informal channels.
A sick child is brought into the emergency room of a hospital busy. The child is given an incorrect dose of a drug is recurrentand then dies.
A nurse working in the emergency room the night the child is admitted to be part-time student in journalism and told a classmate of the accident. Fellow worker in a major newspaper, says the publisher. The following day, the headlines.
How can you stay ahead of potential disaster, in circumstances like these?
The most important tactic is to have a media plan and to understand the needs of different media during a crisis or high-riskevent.
Understanding of various media tools?
In case of emergency or crisis, there is a wide range of multimedia tools available to the operator. Often the best way to convey the message to the wider community is to use media with the widest possible audience. The most immediate is the radio news, followed by television news and newspapers.
Often, as you are in a crisis situation, the story has a new high value. The challenge is not so muchObtaining media coverage, but the management of both the media and the message.
Even in a crisis situation, the history of May develop and be ongoing. The journalists will be looking for new angles and changes to "keep alive the story." Here, the challenge is to continue to provide timely and accurate at all times.
Improving the performance of the media during a crisis.
When the story breaks, it is important to develop good relations with the media and how to manage the message isdisclosed.
For example, the Nine network coverage of 60 minutes of the Australian mining company at the center of major cyanide spill in Eastern Europe highlights the dangers of appearing in the media by surprise.
The visual images were powerful. Belly huge fish in the river being pulled by the locals with pitchforks. It 'difficult to control these emotional pictures.
But the company was not very smart in thinking about management and the visual image they wanted to represent.CEO of the mine was interviewed in a hotel room in 5 star and was impeccably dressed in suit and tie.
Even if you do not hear what he has said that the visual message is one to be detached, indifferent and aloof.
They lost a golden opportunity for an interview on the site of the spill site, sleeves rolled up and giving the impression of doing something about the situation and be in control.
In fact the image has reinforced the perception of the typical communityMining and reaping huge profits while being dirty, dangerous and environmentally unsustainable.
The key to good results in such a situation are planning and preparation. When a crisis happens to know the exact status of it and all the data available. For example, people who are involved, what are the circumstances and what are the most recent information?
Also act in a decisive way. A crisis is the time to procrastinate. Obtain as much information to the press as quickly as possible. If you do notcontrol information, the media seek other sources to provide a phrase "little" or "Get New" and these may not be accurate or reliable contacts.
Often in crisis, voice, emotion and misinformation can quickly fill the void of information. Continually update the news as information at your fingertips.
During the presentation, and prepare your answers to the media that the target audience and what words are reassuring. Involved, and take a hand "in approach. Pleasetelevision interviews on the spot rather than in a quiet office away from the crisis and the public.
Knowing how to use expressions to control the agenda there. Be diplomatic, confident and not blame the journalists.
10 tips to manage the media during a crisis
From my experience as a journalist, presenter, executive producer and director, I now advise and train organizations on how to manage media during a crisis.
Here are 10 tips IEssential
1. A crisis plan in advance.
2. Clarify your communication objectives.
3. Determine the spokesperson and test their skills before a crisis.
4. Identify the best channels of communication.
5. What is the main message?
6. Stick to the facts. Show empathy with those affected.
7. Develop an open and honest with the media to avoid "no comment" and to be proactive.
8. Build your case.
9. Use the threeThe golden rules (know your subject, be prepared, Relax) to perform the best.
10. Ask for professional help.
© 2001 Thomas Murrell, 8M Media & Communications