Handling a media crisis.

Throughout my time at Devahasdin PR we’ve been fortunate enough not to have to utilise a crisis management plan for any of our clients or events. However, the overall importance of acknowledging the likelihood of a media crisis is fundamental through all business processes.  Whilst discussing this throughout various PR units at Curtin it wasn’t until undertaking my internship that I discovered how integral contingency plans were in all situations. Whether it be on event day, any form of bad media/press or even client proceedings, understanding and establishing key tactics for potential issues is key in establishing a concise and reputable business that can handle anything that comes its way.

The few tips I’ve learned throughout my time at DPR is that handling a particular media crisis can either make or break you as a business and your relationships with your clients.

The following are four key pointers I’ve learnt throughout my time at DPR to assist in how to handle any crisis, if a predicament ever eventuates throughout my professional career.

1.     Make sure you understand and emphasise all key messages.

When responding to a crisis I believe it is key to understand the overall message you wish to get across to both the media and general public. In order to do this you need to prepare yourself before communicating these messages and make sure they possess controlled, succinct messages that address the issue.

2.     Be accountable and honest regarding the situation at hand.

Whether or not you believe the situation is right or wrong accountability resonates highly with all clients and pupils as it displays loyalty and honesty to all entities involved. Whilst it may be a damaging crisis to the company facing up t the companies mistakes will in turn allow for more positive outcomes in the long term.

3.     Keep all relevant individuals informed.

This relates back to the overall communication skills possessed by a company. The key is to make sure information is accurate, which will assist in maintaining a valued relationship amongst all stakeholders. Briefing assists in a greater understanding amongst all parties and assists in sustaining the overall brand and issue at hand.

4.     Refer to your crisis management plan

Having an official crisis management plan will assist in developing a streamlined process when having to address the concerning issue. The plan will support and allow the company to establish key messages, spokespeople and key media targets to address the crisis.

I know that I will most definitely utilize these tips throughout my professional career, as I believe they’re fundamental when working in the PR industry. I feel that although I wouldn’t know how to react to a crisis I would at least have a guideline of my first few moves when learning how to handle one.

Thanks for reading,

Georgia