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My colleague, media veteran Brian James offers the following suggestions for improving your media performance during a crisis. I hope you enjoy it.
Media Mauls Miner
A recent Nine Network's 60 Minutes segment on the Australian mining company
at the centre of the major cyanide spill in Eastern Europe, highlights
the pitfalls of appearing on the media unprepared.
The hapless mining CEO (interviewed in a palatial hotel suite) came across as uninformed, irresponsible, anxious, inarticulate and guilty, in the face of well researched and probing questions.
Had the company invested in a crisis scenario/risk analysis and a media strategy with simulated media 'grilling', the spokesperson's performance would have been less damaging.
The keys to performing well in such a situation are planning and preparation. When a crisis occurs, know the exact status of it, and every aspect of it (the people involved, the circumstances, prognosis etc). Act decisively.
Think of the target audience and what words will reassure them. Take a 'sleeves up' approach. Attempt to be on location rather than in a comfortable office remote from the crisis and audience. Know how to use control phrases to introduce your agenda. Refrain from becoming angry with journalists. -BJ
"A sense of the future is behind all good politics. Unless we have it, we can give nothing either wise or decent to the world."
CP Snow
More articles and other resources are available in the Key Matters
Guide Resource Centre. Click here>>
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