Page 151 - Crisis Communication Practical PR Strategies

3
2
1 132

10 There is no

substitute for

media training

‘No comment’ just won’t

cut it any more

Nick Leighton (United Arab Emirates),

Steven Pellegrino (United States) and
Tony Shelton (United States)

Introduction

The goal of all crisis communication is protection of the organization’s
reputation – and profitability. Even an operational crisis response that
is handled well can be overshadowed by a spokesperson who is hostile
when interviewed by the media, is distant, or who just doesn’t seem to
have a sound grasp of the facts. In this chapter you’ll find out why your
spokespeople need media training, who should be trained, and how to
train them.
When you have a crisis, the media are going to write stories about it
with or without your assistance. It is in your best interests to partici-
pate in a story – especially a negative one – in order to have your posi-
tion correctly represented. If you won’t talk, the reporters will find
someone who will – your competitors, local politicians or former
employees. It’s unlikely that they will put in a good word for you. For
the media to report that ‘No one from the company was available for
comment’ is to fuel speculation that you’re hiding something – or
worse. The best way to combat such a situation is to position yourself