12 - Dealing with a crisis

When things go wrong

This guide is mainly focused on being proactive and ensuring that you build good relationships with the media.

Occasionally you might have to be reactive and deal with critical questions from a journalist, perhaps in response to something that has gone wrong.

There is often a temptation to hide from the media or ignore their approaches. That is the worst way to deal with a crisis. In a vacuum of information rumour takes over and people assume the worst.

BE PREPARED

Dealing with difficult situations requires people to think quickly and respond to unexpected questions. It is a good idea to prepare a communications plan before things go wrong and discuss it with your organisation’s senior team.

To do this think of the worst thing that might happen, or the most difficult or probing question you could be asked.

Perhaps someone would accuse you of falling down on the job, or point to a conflict of interest between what you advocate and how your organisation is funded. Work out what you would do and how you would communicate this to journalists and via social media outlets.