FEATURE SPONSOR
EMERGENCY RESPONSE! SPEED AND STRATEGY
THAT HEART-SINK MOMENT At some point or another, most companies face the threat of instant damage to a reputation that has taken years to build. You’ve worked tirelessly to win the trust of your staff, customers and investors. You’ve made careful plans and are achieving the right results. And then a single phone call threatens it all.
IN THE SPOTLIGHT
When you’re thrown into the media spotlight, it’s natural to experience a strong sense of injustice, especially if the allegations are out of proportion, out of context or just plain wrong. You may also feel that you need time to take it all in and plan your response.
THE ‘REYNOLDS DEFENCE’ But in crisis situations there is no room for emotion and no time to pause. The media runs to their deadlines – not yours. They rely on the ‘Reynolds Defence’, which states that even allegations that turn out to be untrue can be published if there is a clear public interest and the journalist acts responsibly.
It’s standard practice to get a story ready for publication before offering the subject an opportunity to respond. This means that, while the journalist may have spent days doing their research, you may have just a couple of hours to do yours.
PREPARE FOR THE UNEXPECTED The last thing you need at times like these is a logistical hiccup. It’s a common mistake to think a crisis will never happen. So run a crisis preparedness audit to identify reputational risks and plan crisis scenarios. Schedule regular media training refreshers for key spokespeople so you can deploy them quickly.
KEEP IT SIMPLE
The realities of the case in question will probably be complex, but the media doesn’t cope well with detail! If you decide to respond, keep it simple, keep it short and check that each sentence stands up to cherry-picking.
Be seen to be doing something – a ‘no comment’ will make you look guilty or indifferent. Consider the story from the reader or viewer’s perspective. Use accessible language and a human face where appropriate. But proceed cautiously, remembering that the more information you provide, the more angles you open up for a journalist to explore.
USE EVERY CHANNEL
The Twain quote is even truer now that news can spread in seconds online. But remember you have access to these channels too. If you have crafted a robust rebuttal, why rely only on a journalist to quote it in full when you could use your website, social media and email to ensure stakeholders see it in an undiluted form? You could even produce your own video and put it on YouTube.
On behalf of Waterfront Events
“A lie can travel halfway around the world while the truth is still putting on its shoes” MARK TWAIN
KNOW YOUR RIGHTS
THE WATCHWORDS FOR CRISIS MEDIA MANAGEMENT IN AN EMERGENCY RESPONSE SITUATION DON’T FUEL THE FIRE
The media is constrained by law, regulation and guidelines from the PCC, Ofcom, BBC and others. A working knowledge of these can help you challenge an unfair approach, but ask for help if things get complicated.
Louisa Desborough Media Trainer & Crisis Communications Leader Freshwater PR
www.windenergynetwork.co.uk
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