The coverage of the recent shooting at a fitness club in Pittsburgh epitomized the media at its worst. Within minutes of the shooting, the media descended upon the area and began reporting on the incident. The information reported was for the most part based on tidbits of data gathered from individuals evacuating from the building or overheard from responders rushing to the aid of the injured. The goal appeared to be report anything, whether accurate or not in order to appear “on top of the situation”. Some media personnel even commented on their own memberships at one of the club’s locations and their perceptions of how individuals would be impacted when other information was not available.
Grief, shock and loss are very personal reactions. In the aftermath of an event such as the fitness club shooting, the focus should be to lessen any additional impact of the event on those affected by connecting them with resources and support systems that can provide comfort and a touch of human kindness during those initial hours. What they don’t need is a camera, a microphone and a reporter eliciting information which requires them to relive the event in a public setting at a time when they are most vulnerable.
It is easy to believe that a situation of this nature will never happen to your business. But what if it did? An important part of any crisis management plan is to know how to manage the media and protect your clients and your employees when the unexpected happens. If you have a plan in place, review it. Make sure that employees know who to refer the media to for comments. Have a “safe place” for clients or others to go which will protect them from intrusive reporters in the immediate aftermath
Most of all, learn how to work with the media effectively. Communicate with the media in a way in which both of you can be served. Most TV stations will provide announcements regarding meeting locations, services available and other valuable information which would otherwise be difficult to disseminate. In return, have your PR firm keep them apprised of relevant and informed developments so that they can convey accurate information in a timely fashion.
The last thing you want in a crisis is a media frenzy which adds to the chaos rather than managing it.
