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DEALING WITH THE MEDIA

Essential tips for working effectively with the news media during a crisis. Learn how to prepare, control interviews, and communicate effectively while avoiding common pitfalls.

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DEALING WITH THE MEDIA

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  1. DEALING WITH THE MEDIA

  2. Tips for Working with the News Media… FIRST AND FOREMOST: • The spokesperson will handle ALL requests for the media. • When a crisis occurs, let everyone in your department know exactly who that person is, and that no one else is to talk to the media, unless otherwise directed. • Let all staff know that calls from the media must routed to that person right away. Dealing with the Media

  3. Tips for Working with the News Media… • The media is certain to get wind of bad news. • Prepare a media statement dealing with the crisis situation/issue, and distribute the statement to the spokesperson in case media requests come in. • Remember, you do not avoid the media without consequences you deal with them on your own terms. Dealing with the Media

  4. Tips for Working with the News Media… • Be prepared. Before any interviews, try to think of some difficult questions and what you would answer to them. • Know the who, what, where, when, how, and why’s of the situation. Prepare answers to potential questions. • Listen to the attorneys working with you; they are concerned about liability. • Don’t say any more than they advise, but you can use your own wording with compassion and depth. Dealing with the Media

  5. Tips for Working with the News Media… • Know what message you want to get across. • Be in control of the interview with short, direct answers; make them feel like you are cooperating while keeping them at a distance. • Say what you want to say, but don’t be pushed into saying what the reporter wants you to say • Talk to the reporter, not the camera. • If you can’t answer a question, explain that you can’t, but never say, "No comment.” • This can be interpreted by the media that you are either uninformed, or that you have something to hide. Dealing with the Media

  6. Tips for Working with the News Media… • If you do not know the answer, it is better to say, "I don’t know” or “let me find that out for you” than to be either evasive, or give an incorrect answer. • Be honest. Don’t lie or bend the truth; it will come back to haunt you. • When talking to the media, tell only what you want the interviewer to know. • Take time to think of your answers. Don’t rush to speak and then regret what you’ve said. Be careful what you say, and remember that EVERYTHING you say can be used. • Going ‘off the record’ is NOT recommended. It’s dangerous and there aren’t any guarantees. Simply say, ‘No, I’m not comfortable with that.’ Dealing with the Media

  7. Tips for Working with the News Media… • Watch for a question that is re-worded to try and get another answer from you. • Stick to your facts and keep the interview going where you want it to go. • Don’t be defensive or nasty. • Don’t say anything you don’t want printed, heard or seen. • Don’t give an inaccurate answer or give facts of which you’re not sure. • Don’t talk for the sake of talking. If continuing to talk will only damage your cause, STOP! Dealing with the Media

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