Crisis communications practitioners spend large chunks of time on communications – drafting holding statements, scripting key messages and tweaking media statements.
But it’s just as important to spend time thinking about what could – and should – happen, if a news team were to show up on your company’s (or client’s) doorstep during a crisis.
Whether it’s a security breach like the recent Equifax crisis, a charge of sexual misconduct by an executive, or an explosion at a plant, chances are good that journalists may turn up on the company doorstep, seeking an in-person response, reactions from employees or customers, or B-roll for the evening news.
That’s why it’s important to think now about how you will handle news outlets if they show up in the company lobby.
Generally speaking, you want to minimize the possibility that an unexpected media visit devolves into an impromptu, unmanaged and uncontrolled press conference. Yes, you want to be responsive in a crisis, but in a more controlled and manageable way.
Here are five tips to help prepare for – and manage – media who may come onsite during a crisis.
1. Talk with building security and the legal team in advance. Make sure you are all on the same page. Get agreement on what you will and will not allow. Think through every possible scenario and have a plan to respond. Is there an alternate exit if you need to get your CEO out of the path of TV cameras? Would it make sense to have an additional security guard posted in the lobby? Any chance the media might show up at the home of the CEO? If the crisis has the potential to escalate or draw large crowds, think about alerting local police in advance.
2. Understand what is permissible. In most cases, you cannot legally prohibit a news team from filming or photographing the company building from a location that is not company property. But a company typically has the right to ask media to leave the property, and it also can ask them not to film or take photographs or approach employees or customers on company property. Get good counsel from your legal team.
3. Remind employees, in advance, of the company’s media policy. Most organizations have a policy that prohibits employees from speaking to the media. If there’s a chance that media may show up, use that opportunity to remind employees of the policy. Providing them with language to use in case they are approached by a journalist can be reassuring. “I’m sorry, but I’m not authorized to speak for the company. If you give me your name and number, I will get this message to our communications team.” This is a good time, too, to think about customers. Do they need to hear from you? Are they likely to be contacted by media?
4. If media ventures onto company grounds, politely ask them to leave. PR pros are usually the ones who are assigned the task of managing onsite media. If you do need to ask a reporter to leave, do it calmly and professionally. Stay focused on that task. Don’t get distracted by questions journalists may be firing at you. Assure them the company will have a response for them, but right now, your goal is to help them relocate to non-company property.
5. Remain calm. The last thing you want is a fracas that ends up on the evening news. We worked with a client who failed to post security guards at the entrances to its facility during a time of heightened media scrutiny, as we had recommended. When protesters gathered on the grounds to hold a candlelight vigil for a patient who had died, we all agreed that it was preferable to permit the vigil to continue, rather than risk footage of peaceful protesters being removed from the campus.
Assume there’s always a possibility that media could show up at your front door. Do the prep work and planning now. Review the plan quarterly with executive leadership, legal and HR teams, and security. That way, you won’t be caught off guard if you receive an unscheduled media visit.
Crisis counselors, what else would you recommend?