Ensuring you don't lose your hard-earned reputation overnight.

Thinking about how to deal with the media, the public and other key opinion formers when you are in the middle of a difficult situation is not the best time to decide on an effective strategy. Senior Managers should have an agreed action plan, which identifies:

• A strategy for dealing with the media in a crisis
• Who will act as the spokesperson (and ensure this person has media training)
• An up to date list of key media contacts
• Methods for communicating quickly and effectively with the media and key stakeholders.

If you know a difficult situation is going to arise which will become public knowledge, it is much better to take control of the situation, rather than let your organisation become the subject of speculation and rumour.

Being pro-active with the media does not mean that you will avoid negative stories in the press. It does however mean the coverage you get should be balanced and that key opinion formers know directly from you, about how you have tackled a situation and how you intend to try and ensure it doesn't happen again.

Handling the Media when a tragedy occurs

When a strong news story breaks the media wants information quickly - and it wants facts. It will not accept that those in charge do not want to make a comment, or wish to await the result of an investigation before saying anything at all. If you are not sure what has happened, do not guess. Decide what you want to, need to and can say. Where necessary take legal advice.

If those in charge refuse to speak or make it difficult for the media to get the facts, journalists will use their own methods and contacts to find out. If this happens, those in charge of an organisation run the risk of losing control of the situation and may then find themselves being unjustly blamed by the media.

Talking to the media

Identify who you want to act as your "spokesperson" when dealing with the media to make sure information about the situation comes from one source. A spokesperson should be able to speak with authority and if possible, have received some training on handling the media. Such training can be invaluable in boosting the confidence of a spokesperson and can help them to avoid common mistakes, such as using inflammatory words, expressing personal opinions and failing to emphasize any positive action that has been taken.

Staff who receive calls or who are contacted by the media should refer enquiries to the nominated spokesperson and should not comment on the issue concerned.

Any statement issued or comment given should be brief and factual. It should mention what is known about what has happened, where appropriate giving sympathy to those involved and their families (if they have been hurt or injured) and say what support your organisation is offering them. No statement should speculate or make comments or claims that might be contradicted by a later inquiry or another agency involved in the tragedy.

If other agencies i.e. the Health Authority, Police etc. are involved, check to see if they are issuing statements and dealing with media enquiries. If they are, let them know how you are dealing with the media and ask them to refer enquiries directly to your spokesperson. Ask for copies of any statements they are issuing.

If there is a tragedy

If the worst happens and a tragedy strikes your organisation that results in the deaths of staff or clients, you will need to control information about the situation, allaying fears and offering support to those involved.

The media is likely to ask for photographs of those involved. So if the family agrees, supplying a photograph on their behalf can help them avoid additional distress. If it is a large scale tragedy a press room giving journalists access to phones, computer facilities and refreshments may have to be set up.

Ongoing support to deal with media enquiries should be co-ordinated and directed to one point. Those acting as spokespeople for the organisation should be available at all times for comment. Regardless of the type of media involved, they will all want to carry out interviews and get comments from relatives, "experts" such as the police, unions, academics, health and safety experts, and those in positions of responsibility.

Being open, available and giving out accurate up-to-date information which highlights how you are helping to deal with a situation is always the best policy. It will help to minimise negative media coverage and minimise the impact upon staff and other stakeholders.

Using a PR agency

You may wish to use a PR Agency to handle your media relations. The agency should be capable of, and experienced at media crisis management; preparing a strategy, issuing statements; handling press conferences; dealing with media enquiries; setting up interviews and filming opportunities; and providing background information to journalists in difficult situations. As well as handling media relations the agency should also be able to advise on communicating with key decision makers.

To find an agency you can look in Hollis, the UK press and public relations annual, which lists PR agencies by geographical area and areas of expertise. You can also contact the Institute of Public Relations Matchmaker Service (Tel: 020 7253 5151), which, for a small fee, will find an agency to suit your needs.

© Upward Curve PR November 2001

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