It takes can take years to build a positive brand and reputation, but only seconds to ruin it. As a result, when the media calls, you need to be prepared to answer their questions. To mitigate negative publicity or damage to brand equity it’s important for your organization to have a media response plan in place.

When the media calls, organizations need to be prepared to answer their questions. Saying “no comment,” to a reporter can send unintentional messages to an audience your organization does not intend to send.

Media is a channel for your organization can deliver its message. Every time the media calls, you’re presented with an opportunity to respond—even to those questions you’d rather not answer. While communication planning and continual media monitoring are chief factors in developing an organizations brand equity, it’s important to be prepared to respond in a crisis situation.

If you don’t have a crisis communication plan in place, here are some tips to help you prepare and respond to the media questions.

 Gather Facts and find out what the story is about
A reporter will usually introduce himself or herself. Be sure to have a pen and paper handy to write down key information, such as the reporter’s name, media channel, telephone phone number, e-mail address and story deadline.

As the public relations or media specialist, you should ask the reporter about story specifics, and any questions that he or she needs answered.

Accuracy is vital when providing information. Assumptions can lead to inaccurate statements and have dire consequences, including your job. Therefore, consider it unwise to answer questions if you’re unsure of:

1. Facts surrounding the story or reporters questions, or
2. Crafting responses using an appreciative technique.

If the reporter is from a television or radio medium, inquire about the interview format (live, taped, etc.). If possible, tell the reporter that you’d like to get the facts and answers to their questions. Even a few minutes will help you prepare a solid answer. Be sure to respect the reporter’s deadline, and ask for a good time to call back.

Prepare your message
In order to make sure you have the appropriate facts, meet with your organization’s subject matter experts. Inform them that you have a media call, and stress the importance of your deadline for crafting a response.

Chances are subject matter experts will give you a long drawn out answer to the reporter’s questions. Once you have the answers to your questions—shorten them. Remember, brevity is the key to getting your point across to the reporter. Strive to craft short, concise, accurate statements.

Be sure to ask the subject matter experts if the shortened answer is correct. Take a few minutes to construct your messages in an appreciative and positive manner.  

 It’s good to remember that frequency enhances the likelihood that an audience will remember your key message. To ensure that the reporter grasps your message, answer each question with one answer that can be phrased three different ways.

 For example, assume you’re a media professional for a water utility. The reporter asks you, “Why does a water utility chlorine in water?” Your three responses could be:

• Chlorine is a highly efficient disinfectant used it to kill disease-causing bacteria.
• Protecting public health and safety is our primary goal, and chlorine is a part of the process that helps ensure that water is clean and safe.
• Chlorine is a savior against water-borne diseases, such as cholera and e coli.

When crafting your response, avoid technical jargon. Technical jargon can lead to additional questions from the reporter. Remember, your goal is to answer the questions with accuracy and brevity. Strive to craft answers that a sixth or eighth grade student can comprehend—be clear, accurate and brief.

Situations can be complicated. Providing examples and facts to support your message can lessen complications and foster learning and understanding. At this point, you can transition or pitch information that the public needs to know. Providing the reporter with information that helps the public builds a robust story.

Finally, prepare for the unexpected. More often than not, answers to the initial questions lead to more questions. As a result, you should prepare additional information that the reporter didn’t ask you during the initial conversation.

 Engage in the interview
As soon as you’re ready, call the reporter back. Assume everything you say is “on the record.” And, be prepared to provide background information on the current issue.

The presenter should have media experience or training. If not, use an energetic tone that positions you and your organization as the authority on the subject—especially if the interview is on radio or television.

Answer the questions in appreciative manner. Sometimes a reporter’s questions may appear negative, biased, or loaded. This can cause emotions to run high. As a result, remain calm and state your position in a positive manner.

It is important that the reporter understand your main points. Feel free to ask him or her to repeat your points in order to ensure that you stated your position clearly.

With the advent of blogs, streaming and wireless media, information about your organization can appear on the front page of a paper in a matter of seconds. As a result, more organizations are placing communications at the forefront.

Fostering a proactive communications and public relations program to achieve an organization’s objectives is the best way to reduce backlog. However, having a rock solid crisis and media communications plan with a designated professional to manage it is the best way to protect your brand equity.