Media Statements: A Reputation Management Skill Every PR Professional Must Have
Five Best Practices for Offering a Timely, Effective Media Statements
If there is one thing a public relations professional must be, it’s to be prepared. There will come many a time when you will need to offer the media a statement on an unfolding situation. Here are five best practices to keep in mind as you develop media statements for your organization:
Frame the issue. What exactly is happening that is creating the need to prepare a statement? Is it a leaked announcement? A leader’s sudden or even planned exit from the organization? An unfolding situation that is garnering calls from the media?
Define your message. Even if the media is inquiring, the public may likely have either limited or no awareness of the situation. Your message should be accurate, truthful, and succinct so that you are not saying more than what is necessary. Also, avoid speculation or making claims that you can't support. If there are uncertainties or unknowns, acknowledge them and state that you are working to gather more information.
Know your audience. Consider who your audience is and what they need to know. Tailor your language and tone, avoid jargon or technical language and stay on point.
Be timely. If your statement is in response to an event or situation, respond in a timely manner. Journalists and the public are often looking for up-to-date information. Remember that where facts are absent, assumptions are made.
Designate a spokesperson. This is the person (and perhaps it’s you) authorized to speak on behalf of the organization. Be prepared and available to answer questions from the media. If your statement is written right, you should not have to expand, nor is it always advisable to expand on the statement.
Alternatively, an organization may be working on a highly confidential situation. A holding statement issued by an organization or spokesperson acknowledges a crisis or issue but doesn't provide detailed information or an immediate response. It is prepared for situations when the organization needs more time to gather information, formulate a response, or determine the appropriate course of action.
Holding statements typically include a brief acknowledgment of the situation and a commitment to provide more information when it becomes available. The statement can buy the organization time to fully understand the what is happening and develop a thoughtful and appropriate response.
If you suspect media may be reaching out on a potential situation or leaked message, be ready with these best practices. Your organization’s reputation depends on it.
