What are the key elements of a media statement or press release during a crisis?

In my experience with crisis communications, you need to move swiftly. Before beginning your media statement, gather your key decisionmakers to identify important elements of the statement and make sure you have accurate information to work as you determine your key talking points. Your statement should lead with empathy, provide key facts, be transparent, and accurate. Make sure to use language that avoids jargon and is easy to understand for a diverse audience. End your statement with reassuring information regarding next steps, and include a follow-up meeting day, time, and place. Depending on the crisis, also add a website or hotline for the public to access 24/7 for related assistance.

The first step is to acknowledge the situation and express concern or empathy for those affected. Tata Group, known for its strong ethical values, promptly acknowledged the situation during the 2008 Mumbai attacks. Ratan Tata's immediate visit and transparent communication reflected empathy and responsibility, reinforcing their credibility. Showing awareness of the facts and caring about the impact helps maintain trust and credibility.

Absolutely the first thing to do its acknowledge the situation. Gather all the information be transparent and honest. Use simple words and short sentences and write down facts. All main questions should be answered. What,when,where,how and how you handle it.

Acknowledge is key but what can you acknowledge? You may rely on what is factual (be generous with facts, details) because you might otherwise acknowledge the whole responsibility of what happened (with legal consequences) whereas you don't dispose of all information at the early stage of the crisis. Moving quick is key but stay in your zone of control. You might take too many risks talking out of the position paper you have written. Give another appointment to media so that they know thay willl get more info later. It gives you time to gather more news and "prepare", this key for success in this management under uncertainty !

The next step is to provide relevant and accurate facts. IndiGo Airlines effectively communicated facts during a technical glitch incident in 2019, detailing the nature of the problem and steps taken for passenger safety. This transparency helped manage public perception positively. State what you know, what you don't know, and what you are doing to find out more, using simple and straightforward language.

Creating a list of key talking points is the first step in creating an accurate statement, and this is done through teamwork. All stakeholders should be at the table for this discussion and all should walk away with the same key facts. Always stick with the facts and avoid any speculation. If you have data, share the source. Keep the language you use simple - no jargon - plan for a diverse audience of many backgrounds and ages.

Explain the actions and measures you are taking to address the crisis. Nestlé India faced a crisis with the Maggi noodles controversy in 2015. They communicated the recall process, testing, and cooperation with authorities clearly, which was crucial in rebuilding trust. Show that you are proactive and committed to finding a solution without making unrealisti

Timing is crucial in crisis communications. The speed of your response can significantly impact public perception and the narrative surrounding the crisis. Aim to issue an initial statement within the first hour of the crisis becoming public, even if it's just to acknowledge awareness and promise more information soon. This prevents an information vacuum that others might fill with speculation or misinformation. Establish a regular cadence for updates, whether hourly, daily, or weekly, depending on the severity of the crisis. Be proactive in providing new information as it becomes available, but ensure accuracy over speed. Remember, in today's digital age, silence is often interpreted as guilt or indifference.

In a crisis the most important thing is to not come across as vague, stating the obvious, careless, rash. It's important to be factual, responsible, honest, sharing next steps, accountable and lead with empathy.

- We will provide timely updates on the progress of resolving the crisis to maintain transparency and keep stakeholders informed. - Detailing the potential impact of the crisis on stakeholders, including customers, employees, and the community, demonstrates accountability and empathy. - Offering insights into the organization's crisis management plan reassures stakeholders of preparedness and competence in handling emergencies. - Addressing steps being taken to prevent similar incidents in the future illustrates a proactive approach and commitment to continuous improvement. - Expressing gratitude for the support and understanding of stakeholders during this challenging time fosters goodwill and strengthens relationships.