Public relations crises happen in every industry, it is only a matter of time before your communications team is faced with one. The key to crisis planning is the word “plan.” Have one. Identify potential crisis situations in your industry and have strategies in place in the event that one of them becomes reality. The more quickly a crisis is identified and dealt with, the less damage it can cause.

Be honest with the public.
Acknowledge the crisis, tell the truth about the situation and inform the public of what is being done to correct it.

Have information ready to disseminate.
To avoid the pitfalls of the rumor mill, it is important to get accurate, authoritative information to the public as quickly as possible. Background material should be prepared in advance, including news releases, position statements and backgrounders. A dark Web site is an exceptionally powerful tool in crisis situations. This is a Web site that is prepared in advance of a potential crisis and provides all of the necessary information, but only goes live when a crisis breaks.

Designate spokespeople in advance.
These should be people who are familiar with the situation and are senior enough within the organization to be credible. It is also a good idea to have your spokespeople media trained. To minimize confusion and potential leaks, everyone in your organization should be aware of who is designated to speak to the media.

Advance preparation will allow you to react to a crisis situation effectively and appropriately, which will ultimately minimize the negative impact it has on your organization.

1. Always pretend you are doing the interview face-to-face to have the most professional demeanor possible.
   
   
2. Have as many key message “crib sheets” prepared as possible for easy reference.  (Not as important, having a glass of water available can also be helpful.)
   
   
3. Stand while you are being interviewed.  It is very easy to become conversational and stray off point if you are leaning back in your office chair.
   
   
4. If you are seated during your interview, be aware of any habits you may have, such as tapping your pen or answering e-mails while you are talking to the reporter.  Such activities may send unwanted signals to the reporter about your demeanor.
   
   
5. Ask the reporter if you may record the conversation, and have tools available to do so if the answer is yes.  If not, have a colleague sit with you silently to take notes.
   
   
6. Turn off any in-office background music and put all other incoming phone lines on hold.
   
   
7. Place a “do not disturb” sign on your door.
   
   
8. If you don’t clearly understand the reporter’s question, never hesitate to ask him/her to repeat it.
   
   
9. If you are doing the phone interview from a location that is outside of your office (e.g., on a cell phone in an airport), do your best to find a quiet place for the interview.  If the background noise is too distracting, it has the potential to make the interview harried and could result in a poor outcome.
   
   
10. Don’t do an interview while performing other tasks (e.g., walking down the airport concourse) unless there is an absolute deadline that the reporter must meet and there are no options.