By Andrew Gilman
The past month has featured two strikingly similar media
stakeouts: the media frenzy surrounding the death of Terri Schiavo
followed by the global coverage of Pope John Paul II's demise and
subsequent funeral.
Both stories demonstrated what happens when the press descends
on and/or creates a news event.
Other than an end-of-life stakeout, it could be a long jury
deliberation, a major public event with a news blackout or
protracted labor negotiations -- all replete with a gaggle of
reporters, satellite trucks, klieg lights and editors back in the
newsroom demanding information.
But unlike a car accident or instant event with dynamic
moment-by-moment changes, these hourglass-type news events include
a lot of time in which absolutely nothing happens.
No one knew exactly when Terri Schiavo might die from lack of
nutrition or when the Pope might pass away from his multiple
illnesses. The 24/7 media maw does not do well when nothing is
going on.
The tension is caused because print (no longer second fiddle to
broadcast with virtually you-write-it-and-it-goes-up-on-the
companion Web site) and broadcast media require instant updates, a
change in condition and "news" when there is none to be had.
For anyone fielding questions, even for a trained spokesman, the
pressure to say something fresh can be unbearable.
So what should a spokesman and communications team do first when
confronting a media siege or stakeout?
Here are a few rules:
- Train spokesmen to conduct non-news press conferences. It's
one thing to answer questions of substance. It's another when
you have little to add, and you begin repeating yourself and
realizing the questions are getting more narrow and nuanced. With
your staff and associates, practice firing questions for which the
answers stay the same. - Start each news briefing with an opening statement. The
statement can be as short and as simple as: "There is no change in
status since our last briefing." The opening statement lets you
have some control. It may also be the only comment made in the
update. - Don't try to be overly responsive to overly nuanced
questions. The longer the siege, the more finely honed the
basic questions get. But they often haven't changed from the Five
Ws. Remember, it's your answers that matter and not whether you
passed the test for an answer to a specific question. - Set up media rooms or locations for the press to gather.
For some stakeouts, it may be impossible to get all the press into
an auditorium or a media room. They may have to gather in a parking
lot or other location. If you set boundaries and ground rules, the
press generally will follow them. - Have a well-trained backup spokesman. In the 24/7
universe, no one person can shoulder the whole load. And the more
tired the spokesman, the greater the likelihood of making a
mistake. Crises have been known to happen when key players are away
on vacation. Having a skilled backup makes a huge difference. - Use your Web site to supplement the news. If the Web
site has basic information, particularly for reporters just coming
on the scene, you can keep your statements short and then refer the
reporter to the site for the basic Q&A and boilerplate
information.
Remember the old western movies when the wagons began circling?
That generally meant an attack was imminent.
If the similar situation occurs in the media world -- with news
trucks, reporters and a barrage of phone inquiries -- circle the
stakeout wagon and apply these special rules for this type of
response.
And keep in mind that, at some point, they'll all move on to the
next story.
Contact: Andrew Gilman is president of Washington,
D.C.-based CommCore Consulting. He can be reached at 202.659.4177,
[email protected].