Business leaders rarely expect a reputation crisis, but these situations do arise, often attracting media scrutiny. Facing media inquiries in challenging times can be daunting, particularly when potential brand damage is involved. Director of Auckland public relations agency Impact PR Mark Devlin discusses how manufacturers can navigate a crisis in front of the media.

For many businesses, lacking a crisis response plan means CEOs and senior leaders might struggle to manage a sudden call from a journalist or an impromptu press conference. Some executives opt for a “no comment” response, which can imply a lack of transparency or unwillingness to address issues directly.

In most cases, declining to comment isn’t the best strategy. Although there may be rare instances where silence is justifiable, generally, it’s more effective to respond with honesty, offering information where possible.

The key to successfully managing media during a crisis is having a pre-existing plan, pinpointing potential crisis scenarios, and identifying who will address reporters’ questions. This spokesperson must be well-prepared and trained in media engagement to deliver a clear, impactful message.

Preparation is the best defence against negative press. Most can recall a situation where a CEO’s or spokesperson’s mishandled responses amplified a crisis, but there are also cases where skilled media handling turned potential setbacks into reputation-building moments.

The company’s most senior leaders, especially the CEO, should ideally be the face of media responses during a crisis, signalling that the situation is taken seriously. The CEO’s presence shows the company values the matter and is ready to act, as they are seen as the ultimate authority who can credibly commit to solutions or offer a genuine apology.

Whoever is chosen to interact with the media must understand how to positively influence both the interviewer and the broader audience. An interview is an opportunity to convey the company’s stance clearly and concisely, and it’s important to provide what the journalist needs for their story.

Before an interview, preparation is vital. Effective delivery involves clear, calm, and authoritative speech, especially for broadcast media. In radio interviews, a warm tone can be just as critical; listeners pick up on friendliness through voice, even if they can’t see the speaker.

Whatever the issue, honesty is paramount. Passion for the business should come through naturally, avoiding overly rehearsed statements. Practising responses to difficult questions can help maintain composure during high-stakes interactions.

Journalists are likely to engage better with someone who is open and committed rather than overly polished or rehearsed. It’s also essential not to overload interviews with excessive information. Focus on two or three key points and avoid jargon, giving the journalist a concise and authentic narrative.

Since journalists work on tight schedules, getting your main message across from the start is crucial, as interviews often end sooner than expected. Having key messages prepared can keep the conversation on track and prevent unnecessary tangents, which may suggest evasiveness.

With the right planning and calm preparation, businesses can represent themselves effectively in public, turning potential crises into moments of positive exposure. CEOs and senior leaders should treat media interviews as a top priority, ensuring they’re as prepared as possible to make the best impression.

Professional crisis preparation is your insurance against media derailing your business overnight. The team at Impact PR have represented brands during dozens of crises over the past two decades. Give us a call today to ensure you are ready to weather any risk to your reputation. 

Here are ten key recommendations for handling a crisis with insights into how to strengthen public perception and brand management:

1. Own the Mistake Quickly: Acknowledging the issue as soon as it becomes public is crucial. 
2. Show Genuine Remorse: In any situation involving a personal remark, sincerity is essential. 
3. Avoid Justification or Excuses: Attempting to rationalise or downplay a negative remark risks undermining the apology itself. Effective crisis management involves accepting responsibility without excuses, which can shift public focus away from perceived defensiveness.
4. Centralise Messaging Early: It’s essential for spokespeople to keep responses consistent. By defining a singular, cohesive message and sticking to it, the public response becomes clear and dependable. Any mixed messaging could have been avoided by this strategy.
5. Contextualise with Positive Actions: Shifting focus from a negative incident to positive contributions is a common strategy in crisis PR. 
6. Involve a PR Expert for Sensitive Issues: For situations involving personal remarks, a PR professional’s guidance can be invaluable in creating responses that align with the public’s expectations for accountability and respect.
7. Utilise Body Language and Tone in Apology Videos: Where a public apology video is possible, tone and body language are critical. Using a sincere, calm demeanour to emphasise remorse. 
8. Engage Stakeholders with Follow-Up Actions: After an apology, proactive steps to repair relationships with key stakeholders or affected parties can be a powerful way to rebuild trust. 
9. Leverage Supporters Carefully: Positive testimonials or endorsements from trusted allies can sometimes help restore credibility. However, it’s important to be cautious with endorsements to avoid perceptions of damage control that may seem insincere.
10. Commit to Improving Professional Conduct: Publicly committing to specific, professional improvements can help manage future expectations.