Handling Media Inquiries in the Event of an Emergency

As part of any disaster plan, employees should be trained in how to deal with the media in the event of a disaster.  When a serious disaster occurs, you can almost guarantee that the media will be on site within moments, eager to get a story for their news outlet.  When the reporters and photographers are at your door, you will not have the time to start figuring out who is in charge, what to say and who will say it.
By following some simple guidelines, dealing with the media should be straightforward and leave you with little liability.

1. Make sure employees know to whom they should refer media inquiries and ensure that only employees who are authorized to respond do so.  It is best to have just one media contact.  More than one media contact can lead to conflicting stories.

2. Respond to inquiries directly and briefly.  Do not volunteer information or opinions.  Be aware that any response you give may carry legal implications. In the worst case scenarios it might be worth seeking legal advice before making any response or making statements for the media through your legal representatives.

3. Never address the cause of the disaster.  Do NOT speculate about the cause or who is to blame. Simply alluding to a cause can leave your company open to a lawsuit. 

“All our efforts are directed at bringing the situation under control, so I'm not going to speculate on the cause of the incident.”

4. If there's a tricky follow-up question, take time to think about your response and address it by written communication if possible.

“We're preparing a statement on that issue now. Can I fax it to you in about two hours?”

5. Always remember that off-the-record does not exist.  If the media find value in something that is said off-the-record, you can almost guarantee that it will show up on the record.

6. Do not allow the media on your property.  More importantly, never allow them access to your residents.  Residents that are in distress may unintentionally (or intentionally) give inaccurate information that can result in bad publicity for your company.  

7. In the event of a large disaster, take this opportunity to ask for help.  The media can be a great means of getting assistance from the community.

8. Always maintain a professional attitude, no matter the circumstances.  Remember you are representing your company.

Your spokesperson should not respond to media questions with "no comment" because this answer can imply a lack of cooperation, an attempt to hide something or a lack of concern. There are more appropriate responses when he or she either doesn't have or is not at liberty to give certain information. Some examples might be:

 “Our firm’s priority is to our displaced resident’s needs and to ensure the safety of all our residents.”

“Rest assured our firm will respond to the needs of our residents professionally and compassionately.”

“We've just learned about the situation and are trying to get more complete information now.”

It is important to remember that every situation is different.  Although these guidelines can give you an idea of how to handle media inquiries into emergency situations, each instance will require a response tailored to that situation.