Crisis Communications

The news media love a crisis. It has all the elements of a good story: suspense, uncertainty and even danger. News outlets compete fiercely to score the exclusive interview with company executives when a crisis occurs. Most businesses attempt to avoid interviews during a crisis, but hiding from the inevitable is not the best course. Developing a plan for long-term benefits and putting your prepared spokesperson out front will enable your company to influence the story positively and quickly regain its footing.

Francie Murphy Associates works with clients to develop communications strategies that address key audiences, create the right messages, prepare spokespeople to tell your story effectively and manage the media during a crisis.

Stick to these basics when a crisis strikes:

• Respond quickly. Don't let the rumor mill and unauthorized sources fuel the story.
• Hold news conferences to keep the media up-to-date. You'll control the information being released. Reporters hungry for tips and eager to beat the competition will turn to former employees or competitors to get details on your company. Head 'em off at the pass.
• Appoint a spokesperson to handle all media calls. Get the most senior representative available to appear in front of the media.
  • Carefully prepare your spokesperson with key messages and statements appropriate to the situation.
  • Conduct a media training session with your spokesperson to help in managing media interviews effectively and avoiding common mistakes that can inadvertently result in negative exposure.
• Keep the community informed of your efforts to get the situation under control. Attend community meetings. Meet with city/county/state officials because they are often asked to comment on how your company is handling the situation.
• Reassure employees you are on top of the problem. Reporters often tap the grapevine so request that employees not talk to the news media. Ask them to refer all reporters to the company spokesperson.
• Develop a crisis communications plan now - before the need arises.