Gerard Braud is a professional speaker and media trainer and is the author of Don't Talk to the Media Until..., which I have read cover-to-cover and is a PHENOMENAL resource for anybody serious about getting media attention. Gerard is know as the guy to call when the **** hits the fan, and is an expert in crisis communications.
In this episode, Gerard explains why you should NEVER answer a journalist's question directly.
Gerard defines a crisis: as anything that could harm the reputation or revenue of a business. Social media is amping up the risk of communications crises--you never know when a disgruntled customer will take to a Twitter rant.
The best time to get crisis communications training? Before the crisis happens!
To prepare: sit yourself down on a sunny day, and think about possible crises your business might face, and how to address them.
Look at sudden (e.g. a fire or tornado) and smouldering (e.g. inappropriate employee conduct; sexual harassment; embezzlement