You probably know the old adage, “there’s no such thing as bad publicity!”
To be clear, there is definitely such a thing as bad publicity. Ask any brand whose marketing campaign sparked backlash, or any spokesperson whose interview sent the entirely wrong message.
Still, it’s true that media attention can be valuable even during periods where your brand is under scrutiny.
During a PR crisis, you may feel the impulse to hunker down and let the media storm pass, but that would mean missing a vital opportunity.
Here are our three top tips for engaging the media during times of crisis:
1. Prioritize On-the-Record Communication for Credibility
Be open to speaking on the record when the opportunity presents itself. Reporters will prefer conversations on the record, but they will also respect your willingness to converse instead of declining to comment at all. Every chat with members of the media is an opportunity to make the case on behalf of your organization.
There is a delicate dance between speaking on the record, or sharing information on background (not for quotation). It is tempting to avoid speaking on the record for fear of saying the wrong thing, or having your words used against you in a story. But preparation protects against this fear.
Let’s explore other effective crisis communication tools to navigate the crisis storm.
2. Establish Mutual Trust Through Transparent Media Relations
The best way to ensure your side of the story makes its way into coverage is to make good faith attempts to share the facts, and let reporters know that you are a trusted party. This doesn’t mean spilling all your secrets or divulging proprietary information: it’s good to be selective in what you share. But avoid being so selective that you refuse transparency. Provide the facts, offer your perspective, and keep a dialogue open for ongoing questions.
Audiences trust the reporters they follow, and reporters will trust sources who tell the truth and answer their calls. Choosing radio silence or evasiveness will leave a vacuum in the story, and that void is often filled with competing narratives that threaten a brand’s standing.
3. Prepare Spokespeople for High-Stakes Media Inquiries
A crisis will be much more manageable if you have a well-trained spokesperson at the ready. An effective crisis communications plan will designate a spokesperson to handle incoming media inquiries. Before any scheduled interview, take the time to practice potential questions with your spokespeople and trusted colleagues. This is an opportunity to make mistakes, test out responses, and refine your message accordingly.
This way, reporters have access to a well-trained communicator, and someone who is steeped in the material at the heart of their reporting.
Remember: Journalists are hard-working people with a job to do. They may not always be your friends, but they don’t have to be enemies either. Embrace the give and take dynamic that’s necessary between reporters and brands protecting their reputation.
During crises, your foremost priority should be protecting your brand and solidifying trust among your stakeholders. Engaging wisely with the media instead of hoping the attention fades on its own can go a long way towards restoring trust and reclaiming the narrative.
