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QUICK TIPS FOR "KEEPING COOL"
Practice. And lots of it.
When astronauts open the hatch door to go out walking in space, you can be sure it is not the first time they have experienced the conditions they will meet out there in that unfriendly environment. These folks have spent a great deal of time in simulators, getting a realistic feel for what they will have to do when needed.
When his basketball team is down by two points and the game clock is showing three seconds left in the final game of a championship series, the coach doesn't put the ball in the hands of a player who hasn't spent untold hours practicing three-point shots.
Why should it be any different for those who are going to be called upon in equally pressure-filled situations with the media? When that "moment of unplanned visibility," otherwise known as a crisis, hits, you do not want someone who has not practiced how to handle the situation walking toward the bank of microphones or the TV camera.
When Was the Last Time a Microphone Was in Your Face?
By "your," I don't necessarily mean you, personally. However, if you would be the designated spokesperson -- either initially or as the ultimate authority -- then that "your" IS you. But if you would fulfill other positions on the crisis management team -- or you have public relations or communications responsibilities for your organization -- then you have another role. You should be the advocate (a nice word for "he or she who nags") who is pushing your management team to do some serious role-playing on how to handle various types of crises BEFORE the crisis hits.
You should know the answer to the question, "How long has it been since we have tested our skills and abilities in dealing with the media?" If the answer is more than two years ago, you are overdue! The old saying, "It's just like riding a bicycle; you never forget," is absolutely not true in this arena. You might hop on the bike and then clumsily pedal and weave all over the sidewalk, or -- worse yet -- fall off into a lane of oncoming traffic! Those observing these efforts would surely know that you were not a competent rider. Similarly, when you stumble in answering questions and fail to make your major messages clear, those watching the TV newscast could easily be left with a poor impression of your organization and you. It may well leave questions in the minds of the public and your corporate bosses whether they should trust you to run the organization. If You Don't Have Frequent Media "Opportunities," Fake Them!
Because of the nature of their business or the high visibility industry they are in, some organizations find themselves the subject of frequent media inquiries. They get to hone their media training skills by actually using them periodically. But there are many other organizations who have managed to escape the media spotlight, usually able to go about their business under the radar. These are the ones I worry about most. When that accident happens and someone gets hurt, or a customer alleges product contamination, or an employees brings a lawsuit, or there is environmental damage caused by your operations, that is not the time to try to set up a workshop review session. You need to be ready to spring into action and use the first moments productively.
As I leave my workshop clients, I highly encourage them to keep our training "top of mind" by simulating a crisis every couple of months. Using a regularly scheduled staff meeting can work, or a special meeting can be called. Hand everyone a sheet of paper with a crisis scenario and tell them to go into crisis response mode. (There should be no lack of things to role-play, especially if they have saved the sheets where we brain-stormed in our workshop on "What Can Go Wrong Around Here?" or they have read Chapters 1-3 of my book.)
What should be done right away? Who needs to be called on for help in this type of problem? How does the Crisis Management Team organize themselves to (a) find out what happened (b) decide what needs to be done (c) draft their initial and subsequent press releases, and (d) delegate who is going to communicate with the other important audiences?
Practice Makes Better
I would never say, "Practice makes perfect." I know, from personal experience, that it is very hard to be perfect when it comes to dealing with a crisis and handling the media and angry/upset people. But if you have undertaken recent and frequent role-playing, you can have more confidence in your ability to successfully navigate very pressure-filled situations. Like the astronauts and the athletes, your chances of success correlate strongly with the time and energy put in well before you are called upon to execute. As the old military saying goes, "The more you sweat in training, the less you bleed in war." Much is at stake, including the reputation of your organization -- and your own.
Special Note: If an organization with which you are associated is looking for a speaker on a subject related to dealing with the media and/or preparing for a crisis, please tell them to contact me. My fees are reasonable. I can provide numerous references for everything from half-hour after-lunch/dinner speeches and keynote presentations to 2-4 hour breakout sessions at conferences. I can be reached at 1-800-848-3907 PIN 2145 or jchent@earthlink.net. Thank you!
A monthly e-zine on crisis management brought to you by Judy Hoffman QUOTE OF THE MONTH: WHAT SHOULD YOU HAVE IN COMMON WITH ASTRONAUTS AND ATHLETES? 'Til next month...KEEP COOL! Copyright (C) 2007 JCH Enterprises Click here to view other e-zines by Judy Hoffman. |
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