Keys to responding amid a brand crisis

That journalist wants answers now, because the story about your organization is about to go live. Are you prepared? Here are ways to deal with pressing questions from media outlets.

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It’s been proven time and again that the best way to handle a crisis is through proactive preparation, not reactive answers.

Although a brand-damaging event can’t always be avoided, your team’s response to journalists when they catch you off guard or ask tough questions can steer the conversation.

If you haven’t prepared for a crisis before you receive the first phone call from a media outlet, not all hope is lost. Here’s how to handle tough questions and maintain control:

Stay calm, and put your game face on.

Stutters, awkward intonations and incomplete sentences have no place in PR. It can be hard to maintain your game face when a reporter catches you off guard, but it’s important to keep your cool and be articulate and confident.

Take deep breaths, listen carefully, and take notes. This can help you provide the best answers.

Don’t feel pressured to give answers at that very moment.

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