How can you ensure accurate and timely media coverage during a crisis?

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When a crisis strikes, whether it is a natural disaster, a conflict, or a pandemic, media coverage can play a vital role in informing the public, raising awareness, and mobilizing support. However, it can also pose challenges and risks, such as spreading misinformation, sensationalizing the situation, or violating the privacy and dignity of the affected people. How can you ensure accurate and timely media coverage during a crisis? Here are some tips to help you communicate effectively and ethically with journalists and media outlets.

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Andrea Chrysanthou, APR

Award-winning communicator; President, Canadian Public Relations Society, Toronto. I tell stories that amplify brands…
Sharon Wilks

Director, Communications, Chief Legal and Administrative Officer Group

1 Know your audience

Before you reach out to the media, you need to identify your target audience and tailor your message accordingly. Who are you trying to inform, influence, or inspire? What are their needs, interests, and preferences? What media channels do they use and trust? How can you make your message relevant, clear, and compelling for them? Knowing your audience will help you craft a media strategy that aligns with your goals and values.

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2 Build relationships

Media coverage is not a one-off event, but a process that requires ongoing engagement and collaboration. You need to build relationships with journalists and media outlets that cover your area of work and expertise. You can do this by providing them with useful information, resources, and contacts, as well as inviting them to events, briefings, and site visits. You also need to be responsive, respectful, and transparent when they contact you for interviews, comments, or clarifications. Building trust and rapport with the media will increase your chances of getting positive and accurate coverage.

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Andrea Chrysanthou, APR

Award-winning communicator; President, Canadian Public Relations Society, Toronto. I tell stories that amplify brands, raise awareness and garner trust.
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The most effective way to protect reputation following a crisis is to prepare for it in advance. Prevention, planning, and response must be a single strategy. Preparation is key, therefore brands must have their strategies and messaging ready before a crisis hits. As part of this strategy, regular outreach and relationship building with key media is crucial. Get to know the journalists covering your industry. Send them regular pitches and find opportunities to engage with them so that they will have a good rapport with you when a crisis hits. Furthermore, have your messages and facts ready for them. Make their job easy – the more difficult it is for them to get your information, the more likely they will write the story without you.

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3 Prepare your materials

When a crisis happens, you need to be ready to share your materials with the media in a timely and accessible manner. You should prepare a media kit that includes a press release, a fact sheet, a background note, and a Q&A document. These materials should provide the basic information about the crisis, your organization's response, and your key messages and recommendations. You should also have high-quality photos, videos, and infographics that illustrate the situation and your work. Make sure your materials are updated, accurate, and consistent, and that they follow the ethical guidelines and standards of your sector.

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4 Pitch your story

To get the media's attention, you need to pitch your story in a way that shows why it is newsworthy, relevant, and interesting. You can do this by highlighting the human angle, the impact, and the solution of your story. You should also consider the timing, the context, and the angle of your story, and how they relate to the current news agenda and trends. You should write a catchy subject line, a concise email, and a clear call to action when you pitch your story to the media. You should also follow up with them and offer additional information or assistance if needed.

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5 Monitor and evaluate

After you get media coverage, you need to monitor and evaluate its quality, quantity, and reach. You can use tools such as Google Alerts, media monitoring services, or social media analytics to track your coverage and measure its impact. You should also collect feedback from your audience, your partners, and your staff on how they perceived and reacted to your coverage. Monitoring and evaluating your media coverage will help you identify the strengths and weaknesses of your media strategy, and learn from your successes and failures.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sharon Wilks

Director, Communications, Chief Legal and Administrative Officer Group
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Don't forget that media coverage is not an end in itself and don't rely exclusively on them to deliver your message. Who are your most important audiences? Reach them with a consistent message across all channels available to you. Arm your employees with the tools they need to talk to their stakeholders through emails, video, leader huddles, and town halls. Post a message on your website, email clients directly and post to your social channels.

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How can you ensure accurate and timely media coverage during a crisis?

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1 Know your audience

2 Build relationships

3 Prepare your materials

4 Pitch your story

5 Monitor and evaluate

6 Here’s what else to consider

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