Armed with cameras, microphones, tripods, televisions, and some highly experienced journalists, the Flow team recently descended on the offices of Ster-Kinekor to provide one of its most exciting and valuable services: media and crisis communications training.
This is no small undertaking: the many training sessions that Flow has conducted with many clients over many years means that they are intensive and demanding. But as it turns out, the pace and excitement of learning how to deal with a crisis makes for heaps of fun as well.
Top 10 tips for crisis communications
Crisis communications training is crucial. Without it, one negative word or action accidentally uttered on your company’s behalf can cause major reputational damage. The training conducted by Flow follows a number of guiding principles, some of which include:
- Tell the truth. Tell it first. And tell it fast.
- Establish a crisis communications task team that includes a number of spokespeople equipped to deal with the media – not everyone is suited to the task.
- Develop a number of key messages and make sure that every company spokesperson sticks strictly to them. It is very important that everyone speaks the same language.
- Issue a detailed and informative press statement to the media as soon as possible.
- Identify your priorities in dealing with the crisis and offer these to the media, providing updates as the situation progresses.
- Address only the issue at hand. Do not be waylaid into commenting about other areas of your business when you are in the midst of a crisis.
- Breathe. Speak your piece calmly and clearly, and try your best to be unflappable in the face of a media attack.
- Be conscious of your facial expressions, shielding any inappropriate emotions you may be experiencing, including fear and frustration.
- Provide the media with as much information as you have at any given point in time.
- Do not make any promises you may be unable to keep.
Ster-Kinekor is put to the test
The crisis communications training at Ster-Kinekor involved an initial briefing with Flow CEO Tara Turkington and veteran journalist Kate Turkington. They provided a background on South Africa’s media industry and, most importantly, some guidelines on the do’s and don’ts of dealing with the media during a crisis – some of which are listed above.
The Ster-Kinekor delegates were then provided with a hypothetical crisis scenario, which they had to deal with through three typical channels: an ambush media interview, a press conference, and a one-on-one interview. The interviews were driven by Jeremy Maggs, one of South Africa’s most prominent journalists and, when he dons this particular hat, a strong and intimidating force. Jeremy’s first interaction with Ster-Kinekor during the ambush or “doorstepping” interviews saw shocked and frozen faces; wide, fearful eyes and stuttered responses.
However, laughter soon followed as Jeremy introduced himself formally and provided feedback on the interviews conducted. This took place again after both the press conference and the one-on-one interviews. With each exercise, the staff at Ster-Kinekor became more articulate, more confident, and better equipped to deal with the questions that Tara, Kate, Jeremy, and the rest of the team threw at them. The transformation was remarkable and a thrill for everyone concerned.
Dealing with a crisis – effectively and efficiently – relies on a number of important guidelines and the development of a few key skills. But it can be taught. And yes, it is an important and serious process, but being able to laugh at yourself along the way makes it an enjoyable and memorable one, too.