Credibility Crucial in Crisis Situation

Slick sound bites and quotable quotes mean little if people don't believe what you say. That's why credibility is your most valuable ally in dealing with the news media.

In a crisis, people want reassurance that you and your organization know what you're doing and that you're being straight with them. It's not just what you say and how you say it that's important. It's the overall image you and your organization project that will shape public opinion. In a crisis, it's not enough to talk about concern, compassion and control, you have to demonstrate it.

In our media training workshops - and in real crises - we find the best spokespersons are the most believable spokespersons. If you're reading someone else's script, it's difficult to speak with conviction. That's why we tell spokespersons to use their own words - not ours - in dealing with reporters or speaking at public meetings.

In short, if our students expect others to believe what they say, they must first believe it themselves. It's difficult to speak with conviction and sincerity if you don't. Few of us are that good at acting.

You need to stick with your message during a crisis, but it's important to tell it straight and get the facts out as soon as possible. They're going to come out sooner or later anyway, so they might as well come from you.

And resist the temptation to minimize the situation. Acknowledge the obvious.

Don't worry about being a little nervous in talking with reporters. Being a little nervous will help keep you on your toes and from making mistakes you might later regret. Most of the time, no one will even notice a bit of stage fright. And unless you're running for elective office, the reporter doesn't expect you (or want you) to sound like a politician.

Eye contact can be crucial in interviews or public meetings. People tend to distrust us if we can't look them in the eye. On television, look at the reporter and try to ignore the camera, lights and microphone. Be yourself.

Practice may not make perfect when it comes to media interview skills or public speaking, but it can build up your self confidence. Look for ways to apply the rules of good media interviews to your daily life. Knowing your message and delivering it with conviction isn't just for media interviews. It's a valuable trait you can use every day.