7.3 Media Relations during Crises

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

Top images from around the web for Press Conferences and Media Briefings

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Top images from around the web for Press Conferences and Media Briefings

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  Managing Q&A | Boundless Communications View original

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  NC QA 02 | Nick Clegg takes part in a Q&A session Photo Dave… | Flickr View original

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  Q & A Session | Douglas Neiner | Flickr View original

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  Managing Q&A | Boundless Communications View original

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  NC QA 02 | Nick Clegg takes part in a Q&A session Photo Dave… | Flickr View original

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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 traditional media (newspapers, television, radio) and digital media (social 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