A media crisis is unwelcome at the best of times, but can occur at any time. A reporter could call you or your office unexpectedly asking difficult questions. Or your company may receive a late invitation to appear on a television show that’s being programmed for tonight. Perhaps a reporter stops you in the street or at your office to ask you questions. Maybe you knew nothing was amiss until your company’s name popped up in the social media.

Planning and preparation are paramount. The following tips will help your business prepare for the possibility of a media crisis.

If you are faced by a hostile, angry or urgent media:

Speak directly to one reporter, and make your statements short, sharp and concise.

Get you main points across straight away using one or two prepared statements. Bring the media up to date so they are conversant with the current situation. Sometimes you should avoid questions entirely if they do not help you, but by providing an answer they may not feel it necessary to dig further later.

Avoid the use of jargon and don’t lay blame. Jargon can obscure the main message and aggravate the situation. The acronym BSE is objective; the expression “mad cow” is inflammatory.

If you have made a genuine mistake in a response, admit it as soon as you can.

Try to stay calm and not lose your temper. This may not be easy with some of the questions you face.

When emotion is high, intelligence is low. If you’re upset, emotional or angry chances are you’ll make a mistake and say something you regret later. Be careful of your comments being taken out of context.

Be calm, and also be boring. Being boring doesn’t make good TV. Keep to your main points and don’t stray off them.

If the crisis is about people and people’s lives, or to do with the environment, reassure the media that there is no threat to people’s lives or to the environment, and that everything is being done to protect both. If you show concern for what has happened your credibility will be enhanced.

Make sure your facts and figures are accurate. Say when you’re not sure about something and that you will provide the information as soon as it is available.

Make sure you leave the impression that you are the official spokesperson for your company, and that they should not speak with anyone else.

What does “on the record” and “off the record” mean?

“On the record” means that the media can use everything you say.

Your answers shouldn’t be reported if you’ve stated you’re speaking “off the record”. But don’t confuse “off the record” with the general background information you may need to give occasionally.

Nevertheless, it is not recommended you speak “off the record”. Don’t say anything at all if it can’t be said “on the record”.

If you are to effectively manage a media crisis, the keys are proper planning, preparation and importantly, practice. Start now. Don’t wait for the crisis to occur. When your company is facing a hostile, urgent or even angry media it is too late to start thinking about how best to react. Be proactive. Some executives think they can manage the situation but the possibility of losing control, getting angry or defensive can be very damaging to your company. Get proper media training beforehand.

A top London PR Agency can instruct, help and guide your company during the unwelcome event of a media crisis, but also in the all-important strategy planning and preparation. Not only could you even avoid damage to your company’s reputation, but you could even come off with acclaim!

If you are looking for a top London PR Agency to assist your company plan and prepare an effective and successful media strategy, benefit from the expertise and connections London PR can offer. You will get fast quotes from top London PR Agencies, saving you both time and money.

The ability to understand and manipulate the power of the media has consistently proven to present distinct benefits for any business in today’s highly competitive market place.

Businesses that understand the media, how they think and how they operate will enjoy a very clear cut advantage over their competitors who might be incapable of controlling the power of the press.

A company who shows up well in the press will find themselves in a more favourable position in the market place, either with potential or existing customers and even suppliers.

What has to be taken into account that even the most highly motivated and knowledgeable person in the field of commerce and industry will not have been born with the tools and the insights that are required to interact efficiently and effectively with the media. In many cases these companies call in the services of a London pr agency.

Here are a few tips from a leading London PR agency that will help you implement a media strategy.

Make every effort to provide the press with interesting and up to date material. Try not to be over elaborate. Whoever said “keep it simple, stupid” might well have been referring to the media. Before attending any form of meeting with a member of the press make sure that you know as much about the subject matter in advance. Make it a point to be spontaneous if you feel confident and knowledgeable about the interview subject.

Always tell the truth even though it may be difficult or even embarrassing. Little white lies may be acceptable on occasion but big black ones will inevitably be exposed and only do more damage. While it’s often easy to exaggerate your company’s positive attributes try to resist the temptation. The truth is often more effective than fiction. If you are asked a question and don’t know the answer don’t be afraid to say so.

Always have a current list of relevant points to hand. Make a list of no more than the three or four key points that you would want to communicate. Any more will only confuse you, the interviewer and your audience. Adhere to your list of points and don’t allow yourself to be distracted from them. Don’t allow the interview to slip from your control.

In today’s dynamic business world a company spokesman must be well presented and focused at all times to do deal with the media at a moment’s notice.

A company spokesman should never allow themselves to forget that they are representing the company and not their own personal viewpoints and not promoting their own image. Always be friendly and positive and don’t allow the press to intimidate you.

A company spokesman needs to be on their toes and prepared for any eventuality.

A company that is large enough or dynamic enough will usually appoint a professional London PR agency based company to help them along. Public Relations is an industry within itself and while a business may have invested in developing most of the necessary skills to manage their own public relations department, there may be nothing better than calling in a professional specialist to help guide the business in developing an effective and all inclusive media strategy. An effective and on-going London PR agency based campaign will always be a very worthwhile investment that will almost certainly bring in immediate returns.

Roberta Y Keith is a freelance London business advisor and strongly recommends London PR. If you’re searching for a London PR Agency, save yourself time and money and get up to 3 quotations from leading London PR Agencies courtesy of London PR.