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Homeland Security and Traveler Safety Information
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GENERAL CRISIS COMMUNICATIONS TIPS
- Designate one spokesperson and make sure everyone at your property knows who that person is. The spokesperson is usually the general manager; whoever it is, make sure the designated person is easily accessible (i.e., he/she might wear a pager) and available to answer media queries 24 hours a day.
- Never say "no comment." A good PR plan puts the negatives associated with a crisis to rest. It is designed to stop or lessen the problem. "No comment" makes everyone - including the public who reads or hears the statement - think you're hiding something. Always explain why you cannot answer (e.g., legal question pending, and not enough information). If you don't know the answer, tell the reporter that and promise to get back to them when you have the information.
- Prepare a statement that you can read comfortably and that will not allow you to stray from the main points you wish to convey. Have copies of this statement available for distribution to inquiring media. Within this statement, think of an easy "key message" and stick to it. Don't be led astray; remember to stick to your point and state it clearly, and repeat, if necessary.
- Be honest - accuracy, sincerity, and truthfulness are important in media relations, and even more so in a crisis situation. Don't speculate, and don't give unnecessary details.
When you're out of the crisis, always take time to objectively evaluate how you handled the crisis, and how the media reported your handling it. Preparation and practice are the keys to success.
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