Keep In Mind

• Reputation is one of your Company's most important assets.
• The media will want information immediately; they will want to know who is to blame; what is at stake (environment / reputation / profit).
• First impressions are the strongest, last the longest and are the most difficult to influence or alter after the fact.
• The media will try to obtain information from any source they can, including employees and relatives.
• The Company should do everything possible to set the media agenda by providing reliable information to both the media and the public at the earliest opportunity.

Communicating with the media

• Never lie.
• Never attach blame.
• Never speculate.

Care | Concern | Hope

In a crisis these sentiments are very real. You should not be afraid to convey such emotions to the media.

Dealing with Media Calls

• Always be polite.
• Have a plan.
• Remain firm.
• Never be rude or aggressive, 'The light of knowledge, not the heat of argument.'
• Never speculate.
• Keep a log of all calls including contact name, publication, telephone number and email address.
• Ask if a journalist has a deadline they are working to.
• Always return contact if you have said you would.

Receiving calls from Relatives or Friends

• Make sure you are familiar with the Company's relative response procedures.
• Always take the name and number of the relative concerned.
• DO NOT refer them to the media centre. Either pass the call to the relevant department if known (often crewing / HR), or promise to call them back shortly.
• Even if you suspect that the caller is not a genuine relative or friend, do not challenge them. The crewing department will be able to ascertain this very easily.
• Do not announce names of those injured or deceased. This is a job for Crewing / HR specialist but most commonly the police.
• Always convey concern and sympathy.
• Never Speculate.

Interview Key Messages and Bridging

• Answer: Always try and answer the question even if the answer is "at this point we just don’t know what caused this incident".
• Bridge: "what we do know is..."
• Control: Deliver your key messages.

Remember the PEC-ing Order:

• People: Company's primary concern.
• Environment: Company's secondary concern.
• Company: Company issues come last or in some cases should not even feature.

Television Interviews

• Always prepare before going on television. Carry out a question & answer dry run and outline your 3 key messages.
• Always check your appearance before the interview and avoid wearing clothes with distracting patterns or colours.
• Take makeup if offered.
• Ask the following questions before the interview:
  • What will be the first question?
  • Who else is being interviewed?
  • Is the programme live or recorded?
• Always remember the camera doesn't automatically stop filming once the interview is over...
• If the interview is seated make sure your seat is sturdy. Swivel chairs can be very distracting for both you and the audience.
• Focus on your posture - BBC - Backside in the Back of the Chair and lean forward slightly.
• If standing, always stand still with hands in front of you or clasped behind, never folded.
• Try and engage with your interviewer or audience. Remember interviews are still just a conversation between two people.
• Your tone of voice should reinforce the idea that you are engaged, passionate, concerned – you want to back up what you are saying with how you are saying it.
• Always look at the interviewer or directly into the camera in the case of a 'down-the-line' interview.
• If you make a mistake try and correct yourself straight away.
• If you do not understand or did not hear the question properly don't be afraid to ask the interviewer to repeat the question.

AND DON'T FORGET

The MTI Network office closest to you is there to help whatever the circumstances, 365 days a year, 24 hours a day.

For further information on all our Crisis Media Response Training Courses visit our website.