Media training is so much more than just being “camera ready” with key messages prepared.
Media training should delve deeper to ensure an organisation has recognised potential risks (commonly referred to as an issues audit) and then developed a media plan which will set out exactly what staff should do in the event of an organisational crisis.
A crisis, well handled, doesn’t have to escalate to the point of becoming a public relations disaster. Being prepared with a list of possible scenarios and potential incidents will help manage sensitive or emerging issues in the media.
Below is a list of the steps involved in preparing a comprehensive and concise issues and crisis media management plan.
- identify the issue/incident
- what is the impact? What is the level of risk?
- highlight who in the organisation owns the issue
- who are your stakeholders?
- identify your media spokesperson
- what is your media strategy – is this a reactive response or proactive opportunity
- what is your media response.
Make sure the appropriate people have agreed with the media strategy and the media responses are approved. Having prepared this plan in advance will ensure a speedy and coordinated response time should any issue or incident occur.