When a reporter calls, the last thing you want to do is panic. Many people freeze and feel like someone else takes over their body when the spotlight shines on them. Then they end up saying or doing something that they regret but don’t even remember how it happened.
This blog post will share five ways to up your media game during a crisis. By following these tips, you’ll be able to communicate effectively with the media and maintain control of the situation.
1- Stay Calm and Collected
When faced with tough questions, it’s easy to lose your cool. However, remaining calm and collected will signal that you’re in control and know what you’re doing. If you start getting defensive or emotional, you’ll give the impression that things are much worse than you’re letting on.
Take a deep breath and answer the question as best as you can. Remember, generally, the media isn’t out to get you. The reporter is doing their job and wants to share the news.
2- Don’t Use “No Comment.”
You might as well say, “I’m guilty.” You’re essentially telling the world that you don’t care what they think of you, and while that might be true, why yield your chance to tell your side?
A “No comment” doesn’t stop the story from being written and make the issue go away. It creates an even bigger headache for you because it’ll spark speculation over what you’re hiding.
If you’re tempted to say, “No Comment” because you feel like you have nothing to add or are still waiting for more info to provide a comment, keep reading.
3- Make Sure Your Facts Are Straight
Make sure that your facts are straight before going on-air or talking to reporters. Fact-checking and double-checking your stats before using them will help avoid any confusion, appearing to back-track later, and prevent your detractors from trying to call you an “idiot.”
4- Have a Strategy
No shirt, no service. No strategy, no talking. You need to have a strategy in place before you talk to the media. A strategy tells you where you’re going and how you’re planning on getting there.
It’s “planning on getting there” because while a strategy should anticipate certain bumps ahead, it’s impossible to avoid every single possible bump. Having a solid plan will help you stay on track and communicate your message effectively.
5- Answer The Questions In A Way That Moves You Towards Your Goal
This goes hand in hand with staying calm and collected. You’re not in control of the questions asked, but you control the information you share. You don’t have to answer every single question that’s thrown your way. Don’t feel pressured into answering something you don’t want to.
Since you’ve got your facts straight and strategy in place, you can figure out how to turn the questions to your advantage.
You’ll stay consistent with your message by sketching out your talking points beforehand. Just remember to stick to them!
If you’d love to provide more details, but you’re still gathering the information, let the reporter know that you’re working on getting the answer, and you don’t want to give them inaccurate information. If there’s an ETA, let them know that too.
You’ll be better equipped to rock your media interview by following these tips.
If you’d like more tips on working with the press during a crisis, call us at (310) 396-8696 for a 15-minute consultation.
We’re a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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