Working with the Media in a Campus Emergency

Don Hendricks, DirectorUniversity Communications

www.news.missouristate.edu6-6397

Guidelines This guide is intended to offer suggestions

about how to work with media should an emergency or moderate crisis situation arise on campus.

These situations may require a faculty member, department head, dean or other university administrator to serve in the role of university spokesperson.

A major crisis might involve vice presidents, police, fire department or campus security personnel.

Things to Remember Crises can be opportunities as well as

problems. They can prompt us to improve

programs and procedures and inform others about what we are doing right.

By responding in an assertive and forthright manner, the crisis situation can provide an opportunity to build credibility with the media and with key publics.

Things to Remember Prompt action reduces “collateral

damage,” reduces the length of the emergency and moves the situation toward resolution.

All crises are different. There is no realistic way of preparing a fixed set of rules or responses that will apply to every situation. Keep in mind that you are the expert; this is why the media is talking to you.

Things to Remember Be straightforward and honest but do not

offer conclusions while the investigation is underway. A “bunker mentality” won’t make the problem or the media go away.

Whenever possible, consult with emergency authorities, safety and transportation, university relations, university communications or Missouri State legal counsel before talking with media.

Procedures When an emergency or crisis situation

arises, stabilize the situation, then: Contact Safety and Transportation, 836-

4441 Notify Paul Kincaid, 836-5139 or

University Communications, 836-6397 Gather information. Get the facts straight.

Everything else is speculation. Your task is to ascertain what is known and not guess about what may have happened

Procedures

Select a spokesperson who is in charge and/or most knowledgeable about the incident

Anticipate questions that may be asked and prepare a response/talking points

Keep in mind that the reporter is a conduit: speak to the public, not the reporter

Procedures If the media is on-site, try to

address them collectively with a prepared statement and answer questions.

Retain control of the situation; do not allow the media to dictate when and how you will deal with them.

Do Have a central message and stick

to it. Repeat, repeat, repeat. State important facts first. Correct the reporter if his/her

information is wrong. Answer only the questions asked

and do so as succinctly and clearly as possible.

Do Remember that you do not have to know

everything. It’s okay to say “I will find out the answer and get back to you.”

Share the credit with other departments/agencies, including your staff.

Only give out facts that have been confirmed.

Avoid jargon or professional expressions. Be proactive. If you acquire new information

about the crisis later, let university officials and interested reporters know.

Don’t Say “No Comment.” Ever. Over-reach or speculate. Volunteer information unless it is a point

you and the university want to make and the question hasn’t been asked.

Talk off the record. Become defensive or emotional. Argue with a reporter.

Don’t Assume that tough questions are

personal. Answer more than the question

itself. Respond to “A or B” scenarios. Respond to “what if” questions. Speak for someone else – avoid the

absent-party trap.

Interview Tips It’s okay to be nervous. You’re an expert – the reporter thinks

you are or he/she wouldn’t bother interviewing you.

Be yourself but be professional. Know what you want to communicate.

Plan to make your points accordingly. Have the facts to back-up your comments.

Interview Tips Never lie to or mislead a reporter. Offer your conclusion first, briefly and

directly. Back it with facts. Speak as you would to your neighbor,

not a colleague. Avoid jargon, acronyms. Be realistic, positive. Speak plainly. Short answers are better

than long; use full sentences.

Interview Tips Be honest, responsive, factual. Don’t talk

too much. Don’t accept a reporter’s facts and figures

as true; don’t respond to a hypothetical situation; respond to negative leading questions with positive statements.

Keep cool. Don’t allow yourself to be provoked.

There is no formal beginning or end to an interview. Everything within earshot to a reporter is fair game.

Interview Tips Remember when talking to a reporter there’s

no such thing as “off the record.” Be prepared to state all your positive points

completely in response to the first question asked.

State matter-of-factly when you can release information and why.

If you don’t know the answers, say so, and offer to find out.

Feel free to answer any part of a long question.

Questions?