Communication professionals in any organization constantly
have to face the media, on a litany of ongoing issues. They could be at any
level – be it the Corp Comm executive, right upto the CEO. Media briefings are
regular pressers are just a couple of communication tools that have yet
retained the charm, despite the arrival of a barrage of social media tools,
which are at the disposal of any right thinking public relations professional.
If one looks around, its it such media briefings and
pressers that communication professional are at the risk of exposing themselves
and in turn make their organizations image vulnerable – not by mistakes in
facts, but by failing to address questions in the right manner.
More so, in times when crisis hits at the heart of
an organizations PR armor. Under pressure, its very natural that the
communications professional however well equipped, reacts to the situation, as
the media event goes astray by the volley questions lobbed in by the media. Faced
with this barrage, even the best communicators wilt under pressure, reacting
with their emotion laden language – all leading to a perfect recipe for an ‘image
disaster’.
Yet, such situations can be better handled, more
deftly, and to the complete ‘image advantage’ of their organization.
·
Lay
down ground rules – At the beginning of the presser, make
sure you lay the ground rules – state it
in clear terms that the intent of the briefing is to address such and
such specific issue, and any question shall be around that issue only. Any query
that does not pertain to the issue on hand would be taken to be answered later.
·
Better,
begin with a written statement – The simple step of
circulating a well written media note, detailing the views and facts on the
topic would serve well as a pre-cursor in setting the agenda for the right kind
of questions. Make sure the facts that need to be taken to the media are
mentioned with utmost clarity, and mention that questions can be around the
statement. By making such a statement, you also possibly tend to take the steam
away for any digressions that are planned by some members of the media
fraternity.
·
Plan
for complementary statements – You have in hand a
written statement; but if there are some questions that can be responded to
with more facts, it would be a great idea to respond verbally, and also tell
the media that these responses will be typed and circulated at the end of the
presser. This can be easily done with the help of the communications team; and
not just that, a complementary press note at the end of the press conference is
a great way to re-iterate fact, highlight your responses, and way to ensure
there are no map – territory distortions at the end of the day.
·
Maintain
a friendly and cool demeanor – this may sound way
too basic, yet a whole lot of media face offs go astray only for this precise
reason. One provocative question, and the communicator loses his cool, making a
completely unintended gesture or remark – and however the presser be well armed
with facts, this one spar hijacks the image of the organization. The best way
to handle any unfriendly question is just a broad smile, or stating can we take
it later, or I would come to back to you as soon as I can provide this
information. And if the media persists with the same uncomfortable question,
the communicator must persist with the positive demeanor, a simple smile, and
the planned response – one of the three above. With this, in a matter of few
minutes, the questions will move on.
·
Avoid
a “we know all” trap – Its often suggested that
communication professional while addressing the media, must know all – yes, you
must be armed with a whole lot of facts
on a situation. However, that is so different from displaying or exhibiting a
know all demeanor in front of the media. That demeanor, mostly leads to a tinge
of arrogance, and arrogance is the last thing you need in your PR weaponry. And
it is such arrogance that tends to color the most accurate facts with the
yellow of distortion. So, it is in your interest and organisation’s interest
that you always maintain “I don’t have all the answers, but will endeavor to
get them soon” demeanor right through. In fact make it a SOP for your media
interactions, and the benefits are immense.
These 5 simple practices will serve to better your
image management in a big way. They may sound simple, yet it is these that most
of us as communicators or PR professional fail to inculcate in our PR armor,
and also educate our spokesperson.
