At the American Marketing Association’s New England New England Xpo for Business yesterday, I chaired a panel on “PR In A Crisis”. On the panel was Donna Morrissey (who handled PR for the Boston Archdiocese during the priest scandal), Tom Lee (who worked at the MWRA when some workers were killed on the job in an outfall drain pipe), and Captain Vic Beck, US Navy (who served as a spokesperson in Iraq).  My own crisis PR experience has run the gamut (healthcare, housing, energy, finance) but I made my bones in campaign politics.

The panel was a 45-minute PhD level discussion of what to do (and not to do) when things turn bad.  Among the highlights (with some commentary of my own):

1.  Be prepared: Always have a detailed crisis plan ready before trouble strikes.  Crisis usually happens without notice, so there will be no time to make a plan.

2.  Tell the truth: Be accurate and factual.  But you don’t have to spill all the beans; some things may be better left unsaid, or at least saved until later when the heat dies down.

3.  Choose a spokesperson: Select someone to speak to the press, to be a single source of public information.  Best if this person has some experience.  A press conference is no place for on-the-job training.

4.  Act fast: The 24/7 news cycle demands a timely response to crisis.  Better to fill the gap with your own spin than to let it spin out of control, or be spun by someone else.

5.  Who, what, when, where, why: Be ready to answer these questions clearly, at the very least.

6.  I’ll get back to you: Don’t be afraid to say this when you don’t know the answer to a press inquiry.  Just be sure you actually do get back as soon as possible.

7.  Be cool:  No matter what the tenor or content of the question, stay calm, don’t react.  There is power in being steady.

8.  Heads up:  Let your own people (employees, members, constituents) know first about big news.  Even if its only by a few minutes, they’ll appreciate hearing it before everyone else does.

9.  Take action:  Action can speak louder than words.  Sometimes, the manager of the ball team has to be fired.  It may not fix things, but at least you are trying.

10.  Did I say be prepared?  This was the first point by each panelist, so it’s the most important advice of the day.

Great panel.  Lots of wisdom and practical guidance.  Thanks to the Boston Chapter of the American Marketing Association for organizing the Xpo.  Look for it again next year.

Everyone wants to make the most of a media opportunity, yet much preparation goes into a successful interview. At your best, you finish up knowing that you said what you wanted to say, the way that you wanted to say it. At worst, you’re uncomfortable, say the wrong thing, or after the fact wish you’d made points that didn’t occur to you in the moment.

The goal, then, is to be ready – to be proactive rather than reactive. Here are three critical steps in preparing for an interview that can help you convey your thoughts more clearly and confidently:

Think

Knowing your audience, or audience analysis – is primary. Who’s doing the interview and what do you know about this person? Also important: who’s your target audience, what do they care about and need to hear about? The more you can find out on both fronts, the better.

Write

Potential questions
Think about and write down the questions you expect to be asked. Consider the context of the interview and what’s been going on and write down everything that come to mind. You also need to face up to questions you dread, that you hope not to be asked – the ugly and awkward, the embarrassing and controversial, the ones you have no idea how to answer. If you do this step, you’re half way home.

Potential answers
Now look at those questions and jot a few notes. Don’t write out answers and memorize them – you’ll sound scripted and phony. For questions you have no idea how to answer, turn to the people who can help you – with facts and an approach that is positive and neither apologetic nor defensive.

Key messages
Sometimes reporters don’t know much about your business, or choose to take the interview in a negative direction. Yet you know what your audience needs to hear your story. Jot down a few points you intend to get across. Then, listen for opportunities to work these messages in during the course of the interview. This helps shape the direction of the interview that simply responding to the questions as given will not. It also enables you to move from defense to offense when the going gets tough.

Talk

Practice, but don’t rehearse. You don’t really know what you think until you hear what you say. Have someone ask you the questions you’ve written down and see how it goes. Better to hear what you’d like to say differently in practice rather than wait until the interview and be surprised at what comes tumbling out of your mouth.

Media interviews can have a significant impact on your story, your company and your reputation as a leader. Take time to prepare effectively and you’ll likely have a positive media experience.