Published December 2000

Be ready for media inquiries in good times and bad

Q. A recent trade-journal article highlighted how many small businesses are not prepared to “put their best foot forward” when sudden events dictate they must respond to media requests for interviews and information. The article made me think about whether my employees or I would be prepared in case of an incident or news event at our small manufacturing plant. What are some steps we can take?

A. Planning how to respond to unsolicited media requests should be part of your company’s disaster plan. That’s largely because if you’re asked to respond to media requests, chances are the questions will be about some incident that’s considered newsworthy, such as a serious injury or death at the plant, weather-related damage or other unexpected disruption. When your company is facing a crisis situation, how you manage the public relations will be very important to the public’s perception of your organization. Your plan does not only have to be in response to an unexpected news event; you can use it in situations where you want to announce “good news” as well.

Here are some suggestions:

• Designate someone (yourself or a trusted executive associate) in your organization to be responsible for handling public relations and providing information internally and externally.
• Draw up a media access plan listing the principal media outlets in your community, including names of reporters, editors and producers and their telephone/FAX numbers as well as e-mail addresses. For positive news, include newspapers, trade publications and regional business journals you know are read by your customers, vendors and competitors. Use your list to send a standard statement or news release that answers basic questions regarding a spot-news incident or to announce a positive development.
• Before meeting with the media, encourage the spokesperson to “rehearse” briefly the message you want to convey and answers to questions you can expect to be asked. Be forthcoming, but don’t volunteer information that is irrelevant, under investigation or points any blame for an incident.
• Prepare a “backgrounder” about your company that can be distributed to the media. It should list what your company does, a brief history, its principals, number of employees and other relevant information. Consider hiring a professional copywriter or PR firm to prepare the backgrounder.
• Your plan should include where you want to meet with the media. It’s preferable to meet indoors.
• Remember that journalists have a “nose for news,” and they aren’t employed to deliver your PR message. Don’t be cajoled into making an unguarded comment. Avoid any “no comments” or “I can’t discuss that” by handling sensitive questions with phrases such as “that’s under review” or “the authorities have assured us they are investigating that matter.” Keep under control and answer questions only to the extent you need to get out the message that you intend.

Eric Zoeckler operates a marketing communications firm, The Scribe, and writes “Taming the Workplace,” which appears Mondays in The Herald. Contact him at 206-284-9566 or by e-mail at mrscribe@aol.com.

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