Prepping for Interviews During a Crisis

Knowing how to respond to the media when your company is in crisis mode is critical. Following are six best practices that will steer you toward the right course when facing the press during a difficult period.

•    Know what you want to say before the interview. Instead of waiting for questions to trigger your message, look for opportunities to insert your messages into the conversation.

•    If you don’t want something made public, then zip it.

•    Avoid repeating negatives or using the reporter’s words because they can become your own.

•    If the reporter asks three or four questions at once, pick the one you want to answer and stop.

•    Stick to the facts. No matter how many ways the reporter repeats the questions, if it’s not fact, don’t speculate.

•    Be careful not to say too much or the reporter might choose the wrong message to report. Remember, when speaking to reporters, less is always more.


These tips were excerpted from PR News Crisis Management Guidebook. They were written by Karen Friedman, an international communications coach and president of Karen Friedman Enterprises. To order this guidebook click here.