7.3 Media Relations during Crises
3 min read•august 9, 2024
Media relations during crises are crucial for managing public perception and information flow. Organizations must effectively communicate with journalists through press conferences, briefings, and written statements to control the narrative and address concerns.
Preparation is key in crisis media relations. Spokespersons need thorough training, well-crafted messages, and supporting materials. Monitoring media coverage and responding promptly to inaccuracies helps maintain credibility and shape the ongoing narrative during turbulent times.
Press Interactions
Press Conferences and Media Briefings
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- Press conferences gather multiple media outlets simultaneously to disseminate critical information
- Typically include opening statements followed by a question-and-answer session
- Media briefings provide more frequent, less formal updates to journalists
- Briefings often focus on specific topics or developments in an ongoing crisis
- Both formats allow organizations to control the narrative and address multiple inquiries efficiently
Written Communication with Media
- Press releases serve as official statements distributed to media outlets
- Include essential facts, quotes from key figures, and contact information for further inquiries
- Off-the-record discussions provide background information not for direct attribution
- Establishes trust between spokespersons and journalists
- Embargoes restrict publication of information until a specified date and time
- Allows media to prepare stories in advance while controlling the timing of release
Interview Techniques and Preparation
- Develop key messages to consistently communicate throughout interviews
- Practice bridging techniques to redirect conversations to important points
- Anticipate difficult questions and prepare concise, clear responses
- Maintain composure and avoid becoming defensive or argumentative
- Use concrete examples and analogies to illustrate complex concepts
- Prepare soundbites for potential use in broadcast media (10-15 seconds long)
Media Resources
Media Kits and Supporting Materials
- Media kits compile essential information for journalists covering a crisis or event
- Include press releases, fact sheets, background information, and relevant statistics
- Provide high-resolution images, logos, and other visual assets
- Fact sheets offer concise, easily digestible summaries of key information
- Present data in bullet points, charts, or infographics for quick reference
- Include timelines of events, organizational history, or product specifications
Media Training and Spokesperson Preparation
- Conduct mock interviews to simulate real-world scenarios
- Provide feedback on body language, tone, and message delivery
- Train spokespersons to stay on message while appearing genuine and empathetic
- Develop strategies for handling hostile or aggressive questioning
- Practice techniques for correcting misinformation without appearing defensive
- Familiarize spokespersons with organizational policies and legal constraints
Media Monitoring
Tracking and Analyzing Media Coverage
- Implement real-time media monitoring systems to track mentions across various platforms
- Include (newspapers, television, radio) and digital media (, blogs, online news sites)
- Analyze sentiment, reach, and impact of coverage to gauge public perception
- Identify emerging trends, potential issues, or misinformation requiring rapid response
- Use media monitoring insights to refine communication strategies and messaging
- Track share of voice compared to competitors or other stakeholders in the crisis
Responding to Media Coverage
- Develop a system for quickly addressing inaccuracies or misrepresentations in media reports
- Prioritize responses based on the reach and influence of the media outlet
- Maintain relationships with key journalists to facilitate corrections or clarifications
- Use social media platforms to amplify correct information and counter misinformation
- Consider issuing follow-up statements or conducting additional interviews to address evolving narratives
Key Terms to Review (17)
Crisis Communication: Crisis communication is the strategic approach to conveying information during a crisis to mitigate damage, maintain trust, and provide clarity to stakeholders. It involves preparing for potential crises, delivering timely and accurate messages, and managing the flow of information to various audiences. Effective crisis communication can help differentiate between natural and man-made crises, play a critical role in image restoration, and is essential in maintaining leadership during turbulent times.
Crisis Management Plan: A crisis management plan is a strategic framework designed to prepare for, respond to, and recover from unforeseen events that could negatively impact an organization. This plan includes essential components like risk assessment, communication strategies, and designated roles to ensure a coordinated response. By outlining clear procedures and responsibilities, organizations can mitigate the effects of a crisis and maintain public trust while managing media relations effectively.
Crisis Response Model: A crisis response model is a structured approach that organizations use to manage and communicate during a crisis. This model outlines the steps necessary for effective response, including preparation, communication, and recovery, ensuring that stakeholders are informed and supported throughout the crisis. The model emphasizes the importance of timely information dissemination and proactive engagement with the media, which can influence public perception and stakeholder trust.
Image restoration theory: Image restoration theory is a framework that outlines how organizations can rebuild and maintain their reputation after a crisis or negative event. It emphasizes the strategies used to repair an organization's public image and regain stakeholder trust through communication and actions. The theory provides various approaches for managing perceptions and emphasizes the importance of addressing public concerns effectively.
Media Briefing: A media briefing is a structured meeting designed to provide journalists with information about a specific issue, event, or crisis. It serves as a crucial tool for organizations to communicate effectively with the media, ensuring accurate reporting and managing public perception during high-stakes situations. The goal is to deliver key messages, address concerns, and clarify details while maintaining transparency and credibility.
Media strategy: Media strategy refers to the planned approach an organization takes to communicate with the public and the media, especially during a crisis. It involves determining key messages, identifying target audiences, selecting appropriate channels for dissemination, and managing the timing of information release to shape public perception and maintain trust. A well-crafted media strategy is essential in navigating the complexities of communication during crises, ensuring that accurate information is delivered promptly to mitigate negative impacts.
Message control: Message control refers to the strategic management and dissemination of information during a crisis to ensure that the narrative remains consistent and aligned with an organization's objectives. It involves crafting specific messages and determining how they are communicated to various stakeholders, particularly the media, to mitigate damage and shape public perception. Effective message control is crucial in maintaining credibility and trust while addressing the concerns of affected audiences.
Press Release: A press release is a written communication directed at members of the news media to announce something of importance, such as a crisis or significant event. It serves as an official statement from an organization, providing crucial information to help journalists report accurately and effectively on unfolding situations. In times of crisis, a well-crafted press release becomes vital for shaping the narrative and ensuring transparency with the public and stakeholders.
Proactive Communication: Proactive communication refers to the intentional and strategic dissemination of information by an organization before a crisis occurs, aiming to manage public perception and maintain trust. This type of communication involves anticipating potential issues, preparing responses in advance, and engaging with stakeholders to keep them informed, which can significantly influence the effectiveness of media relations during crises.
Public Relations: Public relations is the strategic communication process that builds mutually beneficial relationships between organizations and their publics. It involves managing the flow of information between an organization and its audience, especially during times of crisis when effective communication is critical to maintaining trust and credibility.
Reputation management: Reputation management is the practice of influencing and controlling how an organization or individual is perceived by the public. It involves proactively monitoring and shaping public perceptions through communication strategies, transparency, and engagement, particularly during crises that can threaten trust and credibility.
Situational Crisis Communication Theory: Situational Crisis Communication Theory (SCCT) is a framework that guides how organizations communicate during crises, focusing on the relationship between the crisis type and the appropriate communication strategies to protect an organization's reputation. It emphasizes understanding the context of the crisis, including factors such as responsibility and past behavior, to tailor responses effectively. This theory connects to various crisis scenarios, influencing how responses are crafted and delivered to maintain public trust and mitigate damage.
Social media: Social media refers to digital platforms that allow users to create, share, and exchange content, facilitating communication and interaction among individuals and communities. It plays a crucial role in shaping public perception, disseminating information quickly, and fostering engagement during crises, enabling organizations to connect directly with audiences.
Stakeholder communication: Stakeholder communication refers to the process of sharing information and engaging in dialogue with individuals or groups who have an interest or stake in an organization, especially during a crisis. Effective stakeholder communication is crucial for managing perceptions, building trust, and ensuring that all relevant parties are informed about the situation at hand. It plays a pivotal role in how organizations respond to crises, how they manage relationships with various audiences, and how they mitigate potential damage to their reputation.
Traditional media: Traditional media refers to conventional forms of communication that have been prevalent before the rise of digital platforms, including newspapers, television, radio, and magazines. These channels have long been used to disseminate news and information to the public, serving as primary sources for news coverage during crises, shaping public perception and response.
Trust Restoration: Trust restoration is the process of rebuilding the confidence and credibility of an organization following a crisis or damaging event. This involves transparent communication, acknowledging mistakes, and taking decisive actions to rectify the situation. The goal is to regain the trust of stakeholders, including the public, employees, and customers, by demonstrating accountability and commitment to improvement.
W. Timothy Coombs: W. Timothy Coombs is a prominent scholar in the field of crisis communication, recognized for his development of the Situational Crisis Communication Theory (SCCT), which provides frameworks for understanding how organizations should respond to crises. His work emphasizes the importance of effective communication strategies during crises and the role that public perception plays in crisis management outcomes. Coombs' theories have significant implications for how organizations manage their reputations and maintain trust in the digital age and during media scrutiny.