Wendy V
Advertising Coordinator @ Amerisure Insurance | Partner @ Kodiak Creative
What are the do's and don'ts when dealing with the media?
I'm looking to find out what the do's and don't would be in dealing with the media in regards to the following two scenarios: 1) workplace violence and 2) job fatality. What is/is not safe to say? What information should/shouldn't be given out?
Any suggestions on what to do/say would be appreciated.
Good Answers (1)
Shawn B
President and CEO at Bannon Communications
Best Answers in: Public Relations (1), Writing and Editing (1)
Without more specifics about the scenarios you're suggesting, my recommendations would be first to consult with your head of Human Resources and your Legal team. Make sure you understand what you're legally not allowed to divulge due to local/state privacy laws.
Once you understand the privacy issues, stick to the basic facts of the situation. If called by the press, confirm only what you know with absolute certainty -- yes there was an incident/violent attack/workplace accident; yes there was an injury/fatality; etc. Don't speculate at all about motive for a violent attack or what may have been the cause of the fatality; defer to the authorities to uncover this information in their investigation. Two reasons for that -- first, you don't want to be wrong about such a sensitive subject in a potentially high-profile situation; secondly, you don't want to expose your organization to legal action if security procedures may be called into question or perhaps a piece of company equipment may be to blame.
Media will press for more information, but you'll get through the initial hours of an occasion like this if you're open about what you do know for certain, if your organization is cooperating fully with investigators, and if you defer questions about the things you don't know to the investigating authorities.
Of course, anything you can say about the services your company is offering to the victim, victim's family or other employees (e.g. grief counseling), helps to demonstrate that your organization is being proactive where it can even if you're unable to get into some of the details that the media would like to discuss.
Hope this helps!
More Answers (9)
What you need is a crisis communication plan. What should/should not be said - and by whom - really depends on the company and the individual corporate policies, and of course, the circumstances that have the media knocking on your door.
Are you asking for your company or a client?
Richard K
World’s first (used to be only) Marketing $ociologist. Background in marketing, public relations, and journalism.
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This is why the old career path was 10 years in the media and then a corporate public relations job. Once you know how the media acts and thinks, you will know how to handle it/them.
First and foremost, be honest. Practice, practice, practice before meeting with the media.
There are many like myself who train people to deal with the media.
Links:
Indira C
Banking Professional
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State the facts and figures or even names only when absolutely sure .....Avoid anything that may contradict the earlier statement made....No personal attacks...No Blame Game...No Round the Bush answers.....If necessary a "No Comment" works best....
Hi Wendy,
'No comment' will only get you so far. Best to give the reporter something to go on and offer regular updates so that the media appreciates that you're doing your best and keeping them in the loop. If you do give a 'No comment', follow up with a comment as soon as you can. Not commenting implies that the company may be hiding something.
Deirdre
I agree that you should keep to what you know or have done when giving information to reporters: "Yes we had an accident, we called such-and-such agency, we are participating in the investigation, the (job title) went to such-and-such hospital, we closed down the plant," etc. etc.
Do not answer questions about your perception of the events: "What's the mood down there? how did you feel when you found out?" As the voice of the company, you don't want to cross the line of giving just the facts.
Be sure to have something put together as soon as you find out because reporters will start calling rather quickly.
After the initial response (say the first couple of hours), be sure to have only designated spokespersons answering subsequent questions and make sure those spokespersons know everything.
Another issue is dealing with employees. You can't control what people will say to whom in this wired, connected world, but you can insist on some rules: all reporters must be referred to designated spokespeople, prohibit use of any company equipment, property or time to make contact with reporters.
Make sure you have a plan for employees to rapidly call into the company or for the company to make contact with employees both on and off the job. That way you can at least provide some company-approved information that the employees can use if they talk with reporters---or anyone else, really---instead of speculating.
If you don't have one already, set up a dark site on your website to turn on and guide media to. On this you would include backgrounders on the company; contact names, numbers and e-mails; and important announcements such as updates or upcoming press conferences.
Susan S
Oppenheimer & Co. Inc., financial marketing writer.
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Internal and external crisis communications
Get a crisis communications specialist. If you don't have one, appoint a spokesperson of some seniority and familiarity with the media. HAVE THIS PERSON BRIEFED BY COUNSEL. HAVE COUNSEL PRESENT.
1. External. Issue some sort of statement immediately and say things are under investigation. Don't respond to shouted questions or say anything they can pin you to the walls with, because they will.
2. Set times and places when you will provide information. Remind other people not to talk.
3. Get things on your ground.
Internal.
Be as candid as you safely can.
Be kind.
Get emergency assistance people in there FAST.
If it's a school, write to parents. If it's fatality, get to the families.
No one can sue you for what you haven't said.
Bill B
Investigator at Gladding & Michel Investigations
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As, others have said, create a disaster communications plan and get it approved at the very top of the organization. It helps in many ways.
No plan? Simplify and focus, particularly in the early stages.
Simplify -- The cops notify next of kin and handle the investigation. Regulators, fire departments and so on handle the investigations of workplace deaths. Refer all queries on those topics to the appropriate authorities.
Focus -- Externally, keep the news media up to date on everything that is being done by the company to address the situation with employees, how the incident will affect operations and what steps you are taking to cooperate with the authorities.
Internally, make sure you establish a definitive (official) point of information for employees. Be honest and communicate frequently but don't say anything in that forum you wouldn't say externally.
To assuage the lawyers, who will argue to slap duct tape across the mouths of every employee post-disaster, decline to discuss anything about insurance, lawsuits, etc.
Lubna K
Chartered Accountant and Newspaper Columnist
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Hello Wendy,
Here are some steps, that could be followed:
1) Sit with your HR and legal team
2) Prepare a list of questions that the media could shoot at you, draft answers and discuss the same with the HR and legal team
3) Circulate the final version (FAQ) to the top management
4) Ensure that only the assigned spokesperson speaks to the media
5) Keep a person or two at the top management available to answer the media, if this is required (part of the group to whom the FAQ has been circulated)
6) If any question is asked, which is not covered in the FAQ as cleared by the HR and legal team, do not shoot a "No comment". Ask for time, discuss and provide an answer
7) If an incident has taken place, do not deny it. Do state the facts and also state the measures the workplace is taking to prevent such incidents in the future. You need not say what action has been taken against the person who resorted to violence. You can say an inquiry is on and suitable action will be taken. Ensure that the victim's are taken into confidence, that they do know action will be taken and explain to them that official spokespersons from the company will be dealing with the press (You may try to put this across tactfully, as it should not been seen that they are not allowed to air their grievance).
Hope this helps
Be available, and return phone calls. Be factual, do not speculate. Be polite, but firm.
Give them something, even if it's just confirming what they've already gathered from other sources, such as police records.
Be consistent. One main spokesperson and a back up, that's the best way to ensure consistency.
Take care of your employees first, and talk to medi about what you're doing to help them through a crisis when it happens. This should be a big part of your plan BEFORE a crisis.
Have a crisis cell number, and use that for media contact, not usual business/cell numbers.
Have someone assigned to track media coverage to find out what reporters are speculating about, and prepare answers. Try to find something that went right in the situation, such as security system prevented more deaths, etc.
