13 tips for handling tough media calls
I compiled a list of do's and don'ts after my media training session with the front line staff of an oil and gas company. Remember these folks are basically junior administrators and are not authorised to speak to the media but they do act as gatekeepers and often don't know what to say when the media comes a calling.
Feel free to share this list with your colleagues and of course add a tip or two of your own.
1. Do not be afraid of the media; they are human beings trying to do their jobs just like you
2. Do understand that the media is very diverse and that the broadcast journalist will have different needs and use different tactics from the print journalist
3. Do understand the exact nature of your company's media policy
4. Don't act as fearful gatekeepers when a reporter is on the other side of a call. Permit access to the right people in your company
5. Don't be fearful if the journalist is persistent, seek instead to help. Tell them you prefer not to give them the run around by passing them from department to department. Ask for factual clarification i.e. the nature of their call. Inquire of their deadline. Promise that you will seek out the appropriate person to get back to them within their specified deadline. Take their name and number.
6. Pass your information to the appropriate person within your organisation as quickly as possible
7. Do not have a secretive, conspiring, or an “oh-my-gosh" tone when taking information from a reporter
8. Do keep a professional, matter-of-fact and courteous tone of voice
9. Keep your sentences short and clear
10. In the case of a media swarm, do not cover your face, hide or run from the cameras that might assemble outside the building. Running away or hiding your face may suggest that you know something your company is trying to hide.
11. Don't be afraid to say I don't know, but qualify the statement for e.g. " I am afraid I don't have the answer to your question, but if you give me your number I will ensure to pass it on to the person designated to speak to you
12. Do not regard the media as your friend but as professional trying to do his /her job
13. Do not say “Off the record"
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Comments
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Good Advice Judette. Everyone in an organisation is responsible for communications and should be made aware of how to deal with difficult situations with the media and other publics such as customers and fellow employees. The strategies you outlined can apply to different scenarios. A disgruntled customer does not want to be transferred from department to department or hear ‘that it is not my job’.
# Posted By Tameika
| 9/12/08 12:37 PM
Thanks Tameika, your comments are always spot on. I always look forward to your contributions
# Posted By Judette Coward Puglisi
| 9/16/08 11:08 AM
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Judette Coward Puglisi (MSc, Dip IR, BA), Managing Director. Find out more 