Home Business

How to End a Media Crisis in your Business or Organization

By Darrell L. Browning

At BrowningLaFrankie, we have years of experience helping companies and organizations manage crisis situations. One of the most glaring mistakes those in crisis can make is failing to act.  The biggest mistake businesses and organizations make in crisis situations is failing to respond with empathy or sincerity.  Be honest.  You can say you care without admitting culpability. 

Responding with a “no comment” simply makes you look guilty.  Refusing to talk to the press is another pathetic stupid move.  And once the crisis happens, don’t wait until you've just one tree left standing before ending a crisis.

And that is key.

Just because the media show up at your door doesn’t mean you have to be ingratiating towards them.  And you may not have to grant an interview when a simple holding statement will do.       

Managing (notice we did not say "handling") a crisis can be difficult and setbacks are bound to occur, but there comes a time when you can end the crisis and it's pretty simple. Here is how you do that:

• ANNOUNCE THE CRISIS IS OVER

That's right. Tell the media, your stakeholders-- whomever--you've faced the issue, taken appropriate action and the matter is now concluded.  Journalists won’t stick around for a story that isn’t there anymore—and we should know—we were journalists for many, many years before we began teaching at The Wharton School.

It's also a good idea to transition back to what your company or organization stands for and why it is important that you focus on that and not the never-ending crisis.

A university might say something like this, for example:

"While we understand the continued interest in this matter, we would like to point out we took immediate action upon being notified of this activity and have taken steps to ensure this does not occur in the future. Our job is educating young men and women.  Accomplishing that requires all of our abilities and energy. That's what we intend to do.  We will have nothing further to say regarding this situation. Thank you."

You may have to repeat a version of the above to the media, but don't be shy about it. Let the media know you've taken all action you can (really do it and be able to explain in detail with a powerful message) and finally--stress the importance of your primary mission.  Be smart: end the crisis. Move along.

For more information see http://www.browninglafrankie.com.

©BrowningLaFrankie 2009

Darrell L. Browning is a principal founder of BrowningLaFrankie LLC, a Philadelphia-area based company specializing in helping companies manage crises, train leaders in media and presentation skills in addition to facilitating strategic change through leadership development and organizational development workshops. Browning is the trainer-of-choice at The Wharton School MBA Program at the University of Pennsylvania in crisis communications, media training and business writing. A journalist by profession, Browning has more than 20 years of media experience with CBS-Radio, daily newspapers and national magazines. He holds degrees in Journalism and Social Sciences from The Ohio State University. For more information see http://www.browninglafrankie.com.

Article Source: ArticlesBase.com - How to End a Media Crisis in Your Business or Organization