Communication Tools

It doesn’t matter how fast the crisis is breaking. Media training for crisis communications is a requisite first step even if the first “session” is just a preparatory phone call with a communications professional. That professional may be the only calm voice on your side.

Before a single reporter’s call is returned, he or she will advise on how to minimize the risks when you do return the call. Media training crisis communications at this initial stage should also include role-playing with the communications professional, who will ask you the toughest questions and rehearse you through the best possible answers.

But that’s just the stopgap. Media training crisis communications should also include an extended half-day of role-playing, of covering all the dangerous bases, of videotaping your performance to communicate strength and self-assurance. You will need to be fully available for media inquiries, but that doesn’t mean you can’t play for enough time to work with your trainers and develop critical background information on the reporter and his newspaper as well as prepare a persuasive response.