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How to handle media in a time of crisis

Janine LazarusJust as an army should always be on red alert and prepared to go into battle at a moment’s notice, companies should be geared to manage their reputation, deal with often unwelcome media interest, and mitigate the consequences of bad publicity. Media consultant JANINE LAZARUS outlines the rules of media engagement in times of crisis.

At some point, most companies will experience some form of media or publicity crisis. That is pretty much a given. So, to minimise the effects of negative publicity, the possible loss of reputation and, ultimately, the loss of profit, what is needed is a “fat-free”, decentralised approach to communicating messages.

To this end, I recommend a less “top heavy” approach to interfacing with the media. Managing negative media interest involves far more than just preparing a “holding statement”. It’s about empowering key staff members with the ability to communicate succinct messages to the media, without having to waste precious time waiting for head office to respond.



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The Big Change is a business strategy blog and newsletter published by Arthur Goldstuck, managing director of World Wide Worx, a leading technology research organisation based in Johannesburg, South Africa.

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