Handling Media in a Crisis: Training for High-Stress Situations

Grasping Crisis Communication

The aim of crisis comms is to maintain the organisation’s credibility while ensuring that the right information reaches the public promptly.

A truly effective crisis comms strategy will identify potential risks and prepare for them in advance. One component of this will be developing pre-approved messages that can be quickly adapted to the specific crisis.

Establishing clear lines of internal communication is also crucial. All team members should know their roles and responsibilities in advance to ensure a joined-up and coordinated response. Regular training sessions and drills can help reinforce these protocols, making them second nature when a real crisis occurs.

Transparency is invaluable in a crisis situation. People value honesty and openness very highly, especially so when things are difficult.  Being open about the situation and the steps being taken to address it helps build trust. It also shows a willingness to be accountable and a genuine commitment to solving the problem.

Getting Ready for Media Engagement

Developing a comprehensive media strategy in advance ensures a coherent, consistent approach during a crisis. This should include identifying key messages, choosing appropriate spokespersons, and establishing protocols for media interactions.

Training your chosen spokespersons in essential skills is also vital. They need to be articulate, informed, and able to maintain composure under pressure. A really effective method of training for spokespersons is role-playing – being asked a variety of potential questions in mock high-pressure situations. It helps people to start thinking on their feet, and really consider the implications of what they are saying and how they are saying it.

Also important here is the kind of questions they are asked – don’t shy away from difficult or awkward questions because, at some point in a real crisis, they will be asked. Even if they don’t know the answers, their composure and manner will speak volumes to a public waiting for a response.

Building strong relationships with journalists before a crisis occurs can also be useful. Having established trust with media professionals means they are more likely to provide balanced coverage during a crisis. Ensuring all spokespersons are aligned with the organisation’s values and key messages is absolutely essential. Consistent and confident communication can help manage the narrative and maintain the organisation’s reputation.

Preparing for High-Stress Scenarios

Role-playing can also help spokespersons understand and manage the stressfulness of such situations. They should focus on maintaining composure, which can be achieved by learning stress management techniques like deep breathing and mental visualisation.

It’s a very good idea to develop a mental toolkit for high-stress situations. This might include strategies for managing anxiety and maintaining focus, such as breaking down tasks into manageable steps and using positive self-talk. It’s all about learning how to remain calm and composed, projecting the necessary confidence and authority during media engagements.

Controlling the Flow of Information

Good crisis comms are all about controlling the flow of information. Technology has become an invaluable tool in managing this flow. Many organisations have found that technology has facilitated better coordination within crisis response teams, with 75% of respondents acknowledging its benefits. Consistency in messaging across all communication channels is also crucial.

Mixed messages can lead to confusion and erode public trust, so all statements and releases should align with the organisation’s core messages and values. Having a centralised communication hub can be invaluable in ensuring that all outgoing information is vetted and consistent. This hub can also serve as a point of contact for media inquiries, ensuring that responses are streamlined and unified.

Proactive monitoring of social media and news outlets is also really important. This allows the organisation to swiftly address any misinformation or emerging issues before they escalate.

Tackling Tough Questions

We’ve mentioned it briefly already, but it’s worth considering this in more detail – Addressing difficult questions from the media is an essential part of training.

Techniques for steering the conversation back to key messages are vital, ensuring spokespersons remain focused and do not get sidetracked by questions they may not be able to answer, and that are designed to trip them up. Acknowledging the concern behind a tough question while providing a measured response can be a very effective strategy.

Another strategy to consider is the “bridge” technique, where the spokesperson acknowledges the question and then seamlessly transitions to the core message. For example, “I understand your concern about this issue. What’s important to remember is that our organisation is committed to…” This approach allows the spokesperson to address the question while reinforcing the primary messages.

Another useful method is to refocus the conversation on what the organisation is doing to resolve the issue. By highlighting positive actions and steps being taken, the spokesperson can shift the narrative towards solutions rather than problems.

Handling tough questions effectively involves preparation, composure, and strategic redirection to maintain control of the narrative and uphold the organisation’s reputation.

Want to know more? Email us at [email protected] and let us help you be prepared for any crisis which could come your way.