Company in Crisis? Four Media Mistakes You Can’t Afford to Make

Talking to the media is a necessary part of building a well-loved brand. It can be incredibly fun and rewarding to see your company’s name in lights, especially when the article is glowing or highlights the importance of your technology or product. It can be incredibly difficult, however, when the result is less than positive

The old adage that ‘any press is good press,’ isn’t true in today’s world. There are any number of scenarios where a news story can spell disaster for an individual or their organization. What’s worse, negative press can follow you for a long time to come, rearing its ugly head at the most inopportune times.

Professional media training is an absolute necessity for any organization looking to raise - or control - their public profile. Effective media training helps a spokesperson not only understand how the media work and what they want, but also how to better control an interview to get the outcome you seek.

While formal media training is highly specific to the organization’s unique needs, there are general absolutes to be aware of when engaging with the media, especially when navigating a crisis or answering tough questions. 

‍Don’t jump in unprepared

Most executives we work with understand that taking a cold call from a reporter is never a good idea. However, they don’t always recognize that any contact with a reporter that has not been fully vetted should be avoided. Reporters would much rather go directly to the source than through a PR representative for a reason - they want to get as much unvarnished information as possible.

Our job as PR reps isn’t to block a story or even to spin it, as much as our reputation says otherwise. It is to ensure that the spokesperson is prepared with the information necessary to answer a reporter’s questions, and that they - and the company - are properly protected. We also want to ensure the interview is beneficial for the reporter, so having some knowledge of everything the reporter wants to cover is important to ensuring they are speaking to the right individual at the company, and that person has the information or insights they are seeking. Finally, we want you to feel a sense of comfort and control, and that requires going in prepared with the key messages you want to convey.

‍Don’t accept the premise of the question - or the interview‍

Just because a journalist steers you toward a particular line of questioning, doesn’t mean you have to hop on their bus and ride along. Taking control of the interview means ensuring the focus is accurate and fair.

I often recommend that a client closely watch how politicians engage during interviews. They are masters at reframing questions they don’t like. Reframing is not the same as evading - and, despite what you may see from a politician - it doesn’t require a hostile or aggressive tone to be effective. 

Approach the interview as the educator in the room, helping the reporter to better understand the topic or situation, and from that perspective reframe the way they are asking questions. If a question is flat out inflammatory, say something. Reporters can be biased - whether intentional or not - and sometimes they lack the necessary facts. Reframing a question, or even the entire scope of the interview, in the interest of telling an accurate story is being a helpful spokesperson and a good reporter will not be offended by the push back.

‍Don’t lie‍

Most people assume that organizations facing a crisis are, by default, lying to the public. Though it happens, I’ve never seen it up close in over two decades of working with all kinds of crises. Why? Because any PR consultant worth their salt will tell you the worst thing you can do is lie. Lying has a way of coming back to haunt you, and while your customers and the general public can forgive various challenges or missteps, they won’t forget being lied to.

Your safest bet is to always tell the truth, but how much information to share is a much more important question. Often there are multiple stakeholders to consider, and legal ramifications. If you can’t share something, be upfront and admit it. Don’t feel pressured to answer a question you’re not ready to, or for which you don’t have all of the necessary information. Instead, let the reporter know that is something you’ll have to come back on, and let your comms team manage the follow up when more information is available.

‍Don’t be unnerved by silence‍

One of the hardest things to do in a difficult interview is allow for silence between you and the reporter. Yet, it’s one of the greatest tactics a journalist will use to encourage you to keep talking and say more than you had planned. Silence can often mean the reporter is simply gathering their thoughts, or digesting your last response. Use the welcome silence to take a much needed breather. 

Conversely, don’t be afraid to employ silence when it benefits you. Take a beat before answering a tough question to think through the best response. Each question posed does not require a knee-jerk reaction, instead be mindful and consider your phrasing before you begin to answer.

There is much more to consider when speaking with the press - whether you’re facing a challenging interrogation or a run-of-the-mill interview. We offer comprehensive media training that gives you important tools to successfully manage tough interviews and take control of the messaging you want to share. With our investigative journalist partners, we conduct thorough mock interviews to help ensure you’re well prepared and confident for every media interaction. Reach out today to learn more.