From the course: The Media-Savvy Professional: Crafting and Delivering a Memorable Message
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Responding to the media in a crisis
From the course: The Media-Savvy Professional: Crafting and Delivering a Memorable Message
Responding to the media in a crisis
- Virtually every company at some point in its life, is going to face a crisis. How you communicate with the media through that crisis plays an important role in how your reputation will be affected. You know, there's an old expression that if you don't feed the beast, the beast will feed on you. Meaning, if you don't get out in front of the story early and tell the media what's going on, they're left to speculate and make assumptions, and that usually ends badly for you. Here are a few steps that can help you in a crisis. First, gather the facts and establish the timeline of events. Double and triple check to make sure it's all accurate. Once you put out false or inaccurate information, then everything you say from that point on will be called into question. So establish a formal procedure with checks and balances for determining what went wrong. Next, decide how to best engage with the media. Is the crisis big enough that you need to hold a news conference? If so, only select…
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