How to Handle a Media Crisis

It happens to the best of us--negative media attention. Whether you are representing a large company or a single person, the way you handle bad media can be more impressive than all your good publicity.

Instructions

Difficulty: Moderately Challenging

Things You’ll Need:

• Media contacts
• Press release/stand-by statement

1. Stay ahead of the game. Be aware of any problems that could turn into bad publicity.
2. Stay aware of what is happening in the media. Skim media outlets everyday, and keep on the lookout for any potential topics that could relate to your client.
3. If you know a bad story is about to break, bring it to the media first. When you break the story, you control the message.
4. Write a compelling but simple stand-by statement to bring to the media. Demonstrate clearly that your client is free of any wrong-doing, or, if it is apparent that they are implicated, detail your cooperation with the proper authorities.
5. Do not give away too much information. A good statement will be no longer than two short paragraphs. Do not volunteer any information that is not already public knowledge.
6. Do not say anything you may have to take back later.
7. After sharing your statement and a few days of vigilance and handling questions, stop talking about it. Move on. Do not immediately bring new stories to the media--even positive topics will be associated with your former crisis. Instead, lay low and allow the public time to forget.
8. After a suitable amount of time, go back to the press with a positive, proactive story that casts your client in a whole new light.