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Crisis Management <br /> <br /> 1 Media Relations <br /> .I <br /> .L During a crisis, media relations take on special significance. <br /> i <br /> 1. One person should speak for the organization to the news media throughout a <br /> crisis situation. <br /> ' a. The CEO (or other high-ranking official) may wish to call a press <br /> I' conference or issue a brief statement but the bulk of the responsibilities <br /> regarding the news media will fall on the shoulders of the Director of <br /> Communications (DOC). <br /> b. The DOC understands the needs and concerns of the media, so he/she is <br /> often best equipped to help the organization develop an effective strategy. <br /> 2. The organization's policy/crisis management plan should explicitly state that all <br /> calls from the news media be immediately transferred to the DOC. <br /> a. This person is likely receiving many calls and will need to prioritize <br /> responses after consulting with senior management on what statements the <br /> organization can or should make. <br /> b. The DOC has the responsibility to be accurate. Misleading, untrue or half- <br /> true statements can be fatal to your organization's reputation and <br /> credibility. <br /> c. A log ofpress-related calls should be kept. <br /> 3. The DOC should maintain atwo-way flow of information. <br /> 4. Speculation is deadly in crisis management. <br /> a. Even when pushed to attribute a crisis to a particular problem, the DOC <br /> should insist that he/she cannot make any conclusions until a full <br /> investigation has been completed. <br /> b. Credibility can be impaired -perhaps permanently -when premature <br /> statements are made. <br /> 5. Timeliness is essential. <br /> a. Calls from reporters must be returned promptly. <br /> b. If information is needed when a deadline is approaching, the reporter will <br /> likely find someone, somewhere, willing. to talk. <br /> <br />