Commercial Insurance Blog

When something bad happens at your company, controlling the press’s reaction can mean the difference between an enhanced brand or a damaged one. Bad things do happen, and a company can’t predict when it may happen to them, so it does pay to know how to speak to the press. Consider these points when your company gets a load of lemons...and make a pitcher of sweet lemonade.

1.  Assign a single point person as media liaison. Generally this should be the business owner or a trained public relations person. The owner/CEO has access to the most information and has greatest control of the brand. All others must defer to that person as having correct information. By having a single person control the message, it will stay consistent and minimize the chance of mixed messages.

2. When talking to the media, remember

• They have a job to do:  Give them something of value without compromising your position.

• Never lie. Ever. Even a little. 

• Never say “No Comment.” It sounds like there’s way more to this juicy story and reporters are trained to get the full story, one way or another.

• They can ask any questions, and you can say anything you want in reply. Learn from politicians: control the agenda. Use questions as a prompt for what you need to say, not always by answering the question.

• Everything you say, on or off the record, is fair game for the media. See the first point again.

3. Answers/Announcements: Here’s the order and structure of what to say when a microphone appears in front of your face:

1. We’ve had an incident involving  ____________.
2. The incident is under investigation, and we are working with authorities/outside experts to learn more.
3. We don’t have all the facts and details yet (let the story fade).
4. Our customers (or our employees) are our primary concern (show social responsibility).
5. We will cooperate with the authorities in every way possible (we are good people dealing with a bad turn of events).

The reason these sound so familiar is because they work. This format signals to the press that you know the game. It signals to consumers of the press that you're responsible, well intentioned, and hard working. You have the platform; use it to your advantage.

4. Generally speaking, don’t admit fault...let your lawyers deal with that later. Attend to the work at hand. If applicable and true, redirect fault to others without overtly throwing them "under the bus." As example:  our software vendor noticed a breach on one of their servers and are working hard to determine the extent of that breach. 

Our job here at Gordon Atlantic Insurance is to provide you and your business with the best knowledge possible to deal with adverse situations in an organized and controlled way. In general, a plan is better than no plan. Check out our other commercial insurance blogs for more information about how to protect you and your company. To discuss your individual needs, please call the Gordon Atlantic Insurance professionals toll free at 1-800-649-3252.  Prefer to type versus talk?  Click below!