An interview during a crisis is one of the most intimidating situations a communicator faces. That’s especially true in the early hours when there’s not much confirmed information. The inclination is not to talk to the media.
That’s a mistake.
Thanks to virtually instant communications technology and eyewitnesses with cell phone cameras news about your crisis can literally be around the world within a few minutes. Within that time reporters have information from victims, eyewitnesses, public officials, subject experts – some of them self-proclaimed – and first responders. The more time passes without your organization in this mix the more your stakeholders begin to wonder if you are hiding something or the situation is worse than is thought.
Saying you can’t issue a statement because you don’t have all the facts will be viewed by your stakeholders as an excuse. Although it may seem counterintuitive, talking to reporters and being accessible to them is critically important.
That’s why media training is essential.
Media training design
Media training must be designed so participants feel confident they can construct and deliver effective messages in a crisis situation through a variety of media to the organization’s stakeholders. They will also have confidence in their ability to prepare someone else for the spokesperson role.
Crisis communications media training is not about firing a barrage of accusatory questions at participants in ambush interviews and advising them what to wear on television. That’s not realistic and it doesn’t instill confidence in the people who may represent your organization through the media to your stakeholders.
Effective media training includes discussing the communications model, the editorial process, selecting and analyzing audiences, creating messages that address the audiences’ emotions and needs and ample time to practice and hone their skills needed to deliver those messages in a variety of realistic interviews in various types of media settings, for example, standup television, radio and print on the telephone, followed by critiques.
Those critiques should highlight the positive aspects of each interview and how the participant could have been more effective. Allow participants time to fine-tune their messages based on feedback from the critiques.
This requires a trainer who has been in crises as a spokesperson or reporter with an in-depth knowledge of media, organizational realities and, most importantly, the learning process.
Who should attend media training?
Of course, anyone who might be a spokesperson should attend. Key staff members who may not work with reporters but whose support for rapid and informative communications is essential should also be invited. This includes attorneys, information technology managers, and human resources staff.
If possible, avoid having bosses and their subordinates in the same session. People tend to be, understandably, nervous about having a camera and microphone thrust in their direction and knowing their boss in the session adds to the pressure. And the same could be said about bosses in the spotlight in front of their direct-reports.
Refresher training
After “basic media training” potential spokespeople should attend annual refresher training.
More information
For more information about crisis communications and media training, contact Bill Salvin at Signal Bridge Communications.
