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Working with the press
What to Do When Bad Things Happen to a Business
By Brian M. Dunnum

Since most business owners and managers are optimists, they find it difficult to think about anything that’s even remotely unpleasant such as fire, workplace violence, layoffs or the accidental death of an employee. More than one company president has been heard to say, “I can’t stand being around negative people.”

There are always enough crises and problems to deal with every day. Spending time on “what if” scenarios holds little attraction for most of us. Yet, being prepared before a crisis occurs makes good business sense. One component of disaster planning involves working with the press.

Of course, the idea of dealing with “press” sends cold chills down the spines of many businesspeople. They will do almost anything to avoid dealing with reporters and editors. But when bad things happen to a business, it’s the job of the press to cover the story. Therefore, knowing how to work with the press can make the difference between an accurate and complete story and one that’s marred by mistakes and fails to get your message across.

Here are basic guidelines for working with news people when something goes wrong:

1. Never say “no comment.” Just because they use “no comment” on TV shows doesn’t mean you should. Whether it’s accurate or not, “no comment” is often viewed as having something to hide or being uncooperative. When it appears in a news article or on TV, it can place you in a bad light since it leaves the reader or viewer to fill in the blanks.

2. Don’t try to hide. Refusing to take a reporter’s call works against you. It can send the message that you may be stonewalling or trying to dodge having to make a statement.

Always take a reporter’s call. Indicate that you want to be cooperative and that speaking with reporters isn’t an everyday occurrence. Answer any questions you can and make note of the others. Indicate you will get back to the reporter with the requested information and then do it. Be sure to ask the reporter’s deadline and meet it. You want to avoid forcing the reporter to do the story without your input.

3. Always tell the truth. Some company presidents think they can put a spin on difficult issues, even after the scandals that have rocked the business community over the last few years. Good reporters are adept detectives. If something doesn’t seem right, they will dig deeper. If you’re up front with the press, you will be viewed as forthright and credible.

Trying to prepare information in the middle of a disaster will be disastrous.

4. Be open. It may be appropriate to seek the advice of legal counsel before issuing a statement. If you are advised not to answer certain questions, say so. While dealing with a difficult situation that’s going or gone public may be a rare occurrence for you, reporters deal with such events daily. Their instincts are sharp. Being open with them builds trust.

5. Prepare properly. Those who fail to prepare and try to wing it are the same ones who say they are misquoted by the press. When you take time to prepare information in writing, you have a better chance of having your side of the story presented accurately and completely. To put it simply, if it isn’t in writing, you’re not ready. Bad things are rare events. Why take chances with how the story will be told?

6. Appoint a spokesperson. Since a reporter’s job is to get the story, no one should be surprised when they go about doing exactly that. And this includes talking with anyone who will talk to them, even if they are poorly informed. Needless to say, this can put an inexperienced person on the hot seat, an inappropriate place for a company’s employees.

The way to avoid this problem is to appoint an official company spokesperson and have a policy that all news inquiries must be directed to that individual.

7. Deal with inaccuracies. Yes, even the most experienced reporters can make mistakes. If you feel there’s been an error or key facts have been omitted, contact the reporter or editor and discuss it. Don’t lambaste and certainly don’t threaten. Taking a professional approach may result in a totally new story.

8. Get to know the press. Unfortunately, too many businesspeople discover the value of knowing reporters and editors only after a catastrophe strikes. A much better approach is to identify key press contacts and get acquainted with them. Let them know what your company is doing, call them with information you think might be helpful to them, invite them to visit with you. It’s surprising how building a relationship with the press becomes a two-way street.

9. Seek professional media relations assistance. No one can be an expert in everything, particularly when it comes to issues involving serious problems. That’s when it can be helpful to engage the services of a third party with experience in working with the press—someone who has “been there and done that” can help you through a difficult time.

You may also want to check with your insurance agent, broker or insurance company. They may have crisis response resources available that can be of help.

Fortunately, crises do not occur very often. But when they do, proper preparation is essential. The press has a job to do; they are not the enemy. Showing respect and being open and candid best serves the interests of every business. We all need help in doing our jobs and that includes the people of the working press.

Brian M. Dunnum is a business insurance account executive for Mosinee Insurance Agency, Inc., Mosinee, WI. A former risk manager for a large paper company and supermarket chain, he is also a Certified WorkComp Advisor. He can be contacted at 715-693-2100 or briand@mosineeins.com.

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