| Recent research has shown 12 % of Australian | | | | highlights the dangers of appearing on the media |
| businesses and 39 % of councils have no | | | | unprepared. |
| contingency plans to cope with an emergency or | | | | The visual images were powerful. Huge fish belly |
| crisis event. Of those that do have plans, I | | | | up in the river being pulled out by locals with |
| wonder how many have an effective strategy to | | | | pitchforks. It is difficult to combat these emotive |
| deal with the media? | | | | images. |
| During a crisis the media play an important role | | | | But the company wasn't very smart in thinking |
| informing the community of what's going on. | | | | about and managing the visual image they wanted |
| But not maintaining good relations with the media | | | | to portray. The mining CEO was interviewed in a |
| and not having a plan to deal with them can turn | | | | 5-star hotel room and was dressed immaculately |
| even the most thorough plans into chaos. | | | | in a suit and tie. |
| For example, in the emergency and crisis media | | | | Even if you didn't hear what he was saying the |
| management workshops I run, I give the following | | | | visual message was one of being aloof, uncaring |
| two examples to highlight why a plan to deal with | | | | and remote. |
| the media should be an integral plank to any risk | | | | They missed a golden opportunity to do the |
| management plan. | | | | interview on location at the site of the spill, |
| Example one is where a fatal accident occurs at a | | | | sleeves rolled up and giving the impression of |
| work site and before the organisation can contact | | | | doing something about the situation and being in |
| relatives a well-meaning colleague is ringing the | | | | control. |
| local radio station dedicating a song and naming | | | | In fact the image just reinforced typical |
| the recently deceased work mate. | | | | community perceptions of the mining industry |
| This illustrates the importance of firstly having a | | | | reaping huge profits while being dirty, dangerous |
| media crisis plan and then communicating internally | | | | and environmentally unsound. |
| this plan to all employees. It should be made clear | | | | The keys to performing well in such a situation |
| that during a crisis all contact with the media | | | | are planning and preparation. When a crisis occurs |
| should be through one or two official | | | | know the exact status of it and every fact |
| spokespersons. | | | | available. For example who are the people |
| The second example illustrates how information | | | | involved, what are the circumstances and what is |
| often flows to the media through informal | | | | the latest information? |
| channels. | | | | Also act decisively. A crisis is no time to dither. |
| A sick infant is brought into the emergency ward | | | | Get as much information to the media as quickly |
| of a busy hospital. The infant is given an incorrect | | | | as possible. If you don't take control of the |
| dose of a drug, goes into relapse and | | | | information, the media will look for other sources |
| subsequently dies. | | | | to provide a 'sound bite' or 'news grab' and these |
| A nurse working at the emergency ward the | | | | may not be accurate or reliable contacts. |
| night the infant is admitted is studying journalism | | | | Often in a crisis, rumour, emotion and incorrect |
| part time and tells a fellow student of the incident. | | | | information can quickly fill the information void. |
| The fellow student works at a major daily | | | | Continually update the media as information |
| newspaper and tells the editor. Next day it's | | | | comes to hand. |
| front-page news. | | | | When presenting and planning your media |
| How do you stay ahead of potential disaster in | | | | response think of the target audience and what |
| circumstances like these? | | | | words will reassure them. Be involved and take a |
| The most important tactic is to have a media plan | | | | 'hands-on' approach. Do television interviews on |
| and understand the requirements of different | | | | location rather than in a comfortable office |
| media during a crisis or high-risk event. | | | | remote from the crisis and audience. |
| Understanding different media tools? | | | | Know how to use control phrases to introduce |
| In an emergency or crisis situation there are a | | | | your agenda. Be diplomatic, confident and refrain |
| range of media tools available to the manager. | | | | from becoming angry with journalists. |
| Often the best way of getting your message | | | | 10 Tips for Managing the Media during a Crisis |
| across to the broader community is to use the | | | | From my experience as a reporter, presenter, |
| media with the widest possible audience. The | | | | executive producer and manager I now advise |
| most immediate is radio news bulletins, followed | | | | and train organisations on how to manage the |
| by TV news and then daily newspapers. | | | | media during a crisis. |
| Often, as you are in a crisis situation, the story | | | | Here are 10 tips I consider essential: |
| will have a strong news value. The challenge will | | | | 1. Plan for a crisis in advance. |
| be not so much getting media coverage, but | | | | 2. Clarify your communication objectives. |
| managing both the media and the message. | | | | 3. Determine your spokesperson and road test |
| Also in a crisis situation, the story may develop | | | | their skills prior to a crisis. |
| and be ongoing. Journalists will be looking for new | | | | 4. Identify the best channels of communication. |
| angles and developments to "keep the story | | | | 5. What is your key message? |
| alive". Here the challenge is to keep providing | | | | 6. Stick to the facts. Show empathy with those |
| accurate, timely information at all times. | | | | affected. |
| Improving your media performance during a crisis. | | | | 7. Develop an open and honest relationship with |
| When the story breaks it is important to develop | | | | the media, avoid "No Comment" and be proactive. |
| good relations with the media and manage the | | | | 8. Build your case. |
| way the message is communicated. | | | | 9. Use the Three Golden Rules (Know your Topic, |
| For example the Nine Network's 60 Minutes | | | | Be Prepared, Relax) to perform at your best. |
| coverage of the Australian mining company at the | | | | 10. Seek professional help. |
| centre of the major cyanide spill in Eastern Europe | | | | |