How do you develop and implement a media relations strategy to prevent or mitigate a potential crisis?

I disagree - SMART approach is outdated and too generic - stuff we learn in university. While buzzwords are important, goals need to be concise and result driven. Market research must be done to provide the same approach but with different wording. The new age approach walks away from the terms and highlights a more holistic and methodological approach

One of the most important strategies to prevent or mitigate a potential crisis is to monitor media trends and public sentiment to identify potential issues before they escalate into a crisis. This involves keeping an eye on social media, news outlets, and other relevant platforms for any mentions of the organization. Moreover, It's important to have access to crisis management tools that provide real-time alerts and powerful analytics to monitor and respond to potential crises effectively.

In this current world climate and advertising landscape, I feel that the most important aspect to any goal/objective is to be realistic about your media strategy. I see too many organizations/businesses set out with a goal to "set the world on fire" by bombarding them with media alerts and press releases that it just becomes background static. When setting up a media strategy, think about the industry you are pursuing, your immediate contacts that can be made in your neighborhood/city, and work to establish your own credibility first (as a trusted source, either through media interviews, press clippings or promotional appearances) before anything else.

Developing a media relations strategy to prevent or mitigate a crisis involves clear goals and objectives. First, establish a crisis communication team and designate a spokesperson. Monitor media and social channels for early signs of trouble. Develop clear, consistent messaging that addresses potential issues transparently. Engage proactively with the media, providing regular updates. Train staff in media handling and ensure they know the communication protocols. Example goal: Maintain company reputation. Objective: Respond within 30 minutes of crisis identification with an official statement, ensuring consistent and factual information dissemination.

One of the biggest challenges that brand and reputation managers face in the moment of a crisis is the excessive use of legal jargon in media statements. In the urge to defend the company, many CEOs give preference to the input of legal advisors, rather than that of public relations experts. This can easily backfire. Why? Because many things that are legal are also borderline immoral or unethical. If your company focuses only on what is legal, it may appear completely out of touch with what people consider ethical. So keep in mind: - be upfront and as transparent as you can. - don't be afraid apologise and to admit mistakes or failures. - ensure the company actually works on the problem, rather than just focus on its public image.

Crisis playbooks almost always collect dust on the shelf after extensive investment of time and money to create. Each crisis is unique, and although they can fall into one of a few familiar buckets, the facts of each crisis almost always render a plan and canned messaging moot. Crisis doctrines should be 1 page maximum and focused on outlining roles and flow of information.

Consider a "dark site", a website set up but left inactive, only used and activated during emergency or crisis scenarios. This can be a four-page site that includes relevant company information, logos/branding materials, stock photos, company responses/press releases responding to the situation, and important contact information for company representatives. It doesn't have to be flashy, but it will communicate your needs faster than even the most well-placed phone call. Pair it with a press release sent out to local/regional/national contacts apprising them of the site launch and company responses.

Understood that you are not going to win every battle. Messages will be misconstrued and misrepresented. Salient points will be lost in translation. Certain contacts may not understand the message you are trying to portray. Above all else, stick to your communications plan, prioritize speed and clarity over slowness and inaccuracy, and you will see results in your endeavors, even if it takes several hours/days to come to fruition.

Your organization should have existing relationships with local Journalists before a crisis even happens. This is why connecting with local tv newsrooms, papers, radio stations, & blogs is vital. Don’t just think about stories that pump up your org’s products/services, think of pitching how your org or org’s employees have positive impact to your local community. Local media are often the first to report on your crisis. Having a prior relationship beforehand will help you push your point of view a bit more easily. Additionally, local journalists will be there long after the smoke clears & national media move on.

The main thing to consider is doing all of the above before you have a crisis. Having a plan in hand is a much better option than developing the plan as you are working through a crisis.