The nature of the world we live in means we're facing a constant barrage of news across many different mediums. So, if the worst were to happen and there's an unfortunate incident at one of your facilities, would you know how best to respond when the media come calling?
Crisis communication expert Gerard Braud hosted a webinar to explain the intricacies of dealing with the press and how best to tailor your response to make it suitable for radio, TV, print, social media, or publication online.
"In the chemical industry, there's a process for everything. This is about establishing that same kind of process and criteria for a media interview, just like a company would put something in place for their production or transportation," says Braud.
"My experience dealing with crisis communications these past 25 years, and the 15 years before that as a reporter, has shown that most organizations will fail to prepare properly for a media interview. Their failure to do so will eventually damage their revenue, reputation, and brand."
The immediacy of social media and the internet means half-truths can quickly take hold. Therefore, in the event of an accident, imperative measures must be in place to control the messaging and ensure an accurate representation of the incident.
"Talking to the media is like no other conversation you'll ever have," he says. "Each word is scrutinized in a very cynical way."
"Most people who need this skill in the chemical distribution industry will be doing it on their very worst day," adds Braud. "Someone in your organization needs to be assigned the task of talking with the media, with the understanding that they're also talking with your employees, your community, and your customers. Failure to provide accurate information in a timely manner will create an information void filled with rumor."
“It generally takes organizations up to three and a half hours from the flashpoint of an event before they get a statement out,” suggests Braud, which is unacceptable as the first eyewitness will likely be posting their account of an event immediately online.
“There are two ways to conduct interviews,” says Braud. You can either prepare for any eventuality and be able to deliver a robust and carefully structured script to the media, or appear in front of them and ad-lib your response.” The latter, he says, could be hugely damaging to your reputation and business.
"A written statement is a powerful tool that can proactively answer all the questions the media might ask," he says. "Effectively, you're trying to write and edit the story for them so that you stay in control. It's about manipulating the outcome to your advantage."
"A media interview has to be played like a game of chess. When you're speaking, you have to think three or four moves ahead. A lot of words have multiple meanings and can be easily misinterpreted, so you have to choose every sentence carefully. Ask yourself, if I say a certain phrase, how will the cynical mind perceive it?"
When it comes to media training, there are four key elements:
Theory and principles: Understanding the essence of a media interview; what's expected; the importance of the preamble; and the best responses and reactions.
Roleplay: ideally with a trainer, simulating the potential anxiety, hostility, and combativeness of a real-world interview. You can visually record it; review it, and use it to improve your responses.
Critique: Always analyze and assess your roleplaying performance so you can iron out mistakes or missteps and hone your phrasing. Remember, even minor errors can have substantial financial implications for your business.
Application: Adapt and apply these techniques in every interview or presentation. After all, practice makes perfect.
“Ultimately, preparation is critical,” he says.
Braud has worked closely with NACD and surveyed members to create a series of templates that can help quickly structure an effective response in an incident. In addition, discounts are available for NACD members at www.situationhub.com.
Missed the webinar? Access a recording of the session and access the slides. Find out more at https://www.acd-chem.com/education-meetings/education/webinars/
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