By: Larry Dickman
(Disclaimer: No communication solution is the best for every possible crisis)
Some business owners think that any negative mention in “above the line” media (Television, radio, newspaper) constitutes a crisis. No one wants their name publicly mentioned in association with something bad. But not every complaint, even when it hits the news, is a crisis.
Oxford Dictionary – Crisis: a time of intense difficulty, trouble, or danger; when difficult or important decisions must be made.
Check your reaction. If objective analysis and feedback tells you that it’s serious, beyond making you uncomfortable, then maybe it is a crisis. Choose carefully how to react; what action is appropriate.
Start by knowing the media. Media is not your friend and not your enemy. Think… “shark metaphor.” A shark eats. It doesn’t think about it. it doesn’t psychoanalyze what it’s doing. It doesn’t like or dislike its prey… it just feeds.
Media is like a shark feeding on sensational stories… stories that generate an audience. An audience provides ratings or readership which translates into dollars. Like it or not, audiences respond to sensation and so it goes. The point is, don’t spend time trying to reason with the media and hoping they’ll understand how wonderful you are. They’re not listening, they don’t care… they’re feeding.
Recently a colleague approached me for media guidance. He represents the Board of Directors of a municipal agency. A story about the agency hit the 6 o’clock news. The Executive Director was accused of financial malfeasance. “They got the story wrong,” my colleague said (imagine that). He proceeded to go into detail about complicated circumstances. He asked for advice about how to approach the reporter and set things right. “Don’t”! Was my reply, “It’s a battle you’re not likely to win.”
To him, the situation was not fair, and he wouldn’t let it go. He responded angrily, criticizing the reporter for inaccuracy and soon after agreed to an on-camera interview. The result was a story that should have died a fast death, instead lingered for more than a month of back and forth media exposure. In the end, his complicated explanation was lost on the cutting room floor. The reporter remained on the job, the Executive Director was fired, and the agency got a lot more publicity than it ever wanted.
If your crisis isn’t one, don’t rush to respond to the media, don’t plan to do battle with them, or “set them right.” Let the issue get lost in the short 24-hour (or less) news cycle. Although painful in the short run, it will likely be over quickly. The media will always go after something more sensational.
If you have a real crisis here are some basics:
- Engage a professional media consultant or Public Relations firm.
- Have a general crisis communication plan in place.
- Communicate ASAP with stakeholders.
- Develop a clear message like: “We take the situation seriously and are investigating. We’ll comment once we know the whole story and know what action is needed.” Repeat the message consistently. Don’t take questions.
- Choose a spokesperson who is knowledgeable about the issue. Best if that person is a credible, articulate member of your leadership team. All media communication goes through them.
- Follow through on commitments.
Remember, when dealing with a crisis and the media, less is more!
(Larry Dickman is a TAB Facilitator/Executive Coach with over 30-years’ experience working with executives and business owners to achieve positive results with media and communication challenges).