9 Rules of Crisis Management Media Relations

As the tragedy in the Sago mine in West Virginia explained on our television and front pages in January 2006, I am sure we all wondered how the story could have been a terrific example of corporate media and public relations mess.

Maybe I was in the minority thinking the bungling was great, but they are in relationships with the media - this mess would be an excellent teaching tool.

As such absolutely wrong "facts" are released? And because International Coal Group, the company that owns the Sago mine, let the wrong story spread to three hours before you admit the facts, twelve miners were dead. There was only one survivor. Not twelve years, as had been reported with delight by the broadcasters and newspapers around the world.

There is a primary rule in media relations - never let the story get away from you. International Coal Group violated this rule, and concludes the poster child for corporate awkward. ICG will "of the Sago mine disaster" was added to each story their company for years to come. The coal industry is not known for its security - now ICG has the dubious distinction of joining the "worst mining disasters" list.

Most business owners, large and small, will never face a disaster of such epic proportions media. They can, however, learn some important lessons to be aware of what can happen in case of violation of a primary rule of media relations - never let the story get away from you.

Every company should have a media plan - even if you end up just to talk to a community newspaper. The plans for companies of all sizes should follow these guidelines:

Be prepared

Tell the truth

Establish a contact point

Tell the truth

Keep your message - I know what to say, and say only that

Tell the truth

Knowing what is and is not news

Tell the truth

Be aware of deadlines

A rule is so important, is there four times - no matter what you are saying, if it is not true, you will be discovered. It could be within three hours, as was the ICG. It could be three weeks, three months - but it will be discovered, and you have a disaster on your hands acceleration. Your business can not survive.

Tell the truth.

You should have a media plan in place before talking to a newsletter community calendar, business editor of your local newspaper, a local journalist, radio or television, or launch a product or service at a fair. Having a plan in place gives you the confidence to speak your message, stay on track, and maintain control of the news of your company.

In fast-moving, 24-hour cycle spin which is the business news today, does not want to be sucked down the drain - get caught off guard if your business suddenly becomes interesting. If you are lucky enough to come up with the fresh take on the trap that the world, and media beating a path to your door will not open the door in his underwear.

In preparing a media plan, developed using the guidelines I gave you, you answer the door looking for (and sound) strong, successful and newsworthy. And you can enjoy the train ride on the media, instead of finding yourself ground under the wheels! ......