How do you prepare for a press conference in a crisis situation?

To prepare for a press conference in a crisis situation, it's crucial to have a clear purpose aligned with the crisis at hand. Ensure that journalists and bloggers attending understand the topic and anticipate their questions, so the company can address them directly. Provide newsworthy updates or projects for media coverage while balancing promotional content with genuine social value.

En relaciones públicas siempre tendremos situaciones de crisis, entiendo que es algo a lo que debemos de estar preparado en todo momento. Por esa razón hay que definir el comité de crisis y los planes de acción para cuando nos encontremos en situaciones como estas. Con respecto al objeto de la Rueda de Prensa, esta debe ser agresiva o con una postura firme a la crisis que se presenta, el mensaje debe ser claro y sin titubear, ya que si se da a entender debilidad, duda o temor antes de iniciar, los periodistas veteranos pueden percibir eso y atacarnos por esa vía. Se debe socializar hasta el cansancio cuál será el planteamiento del equipo para esa rueda de prensa y cuales serán los detalles precisos que quieren que los medios repliquen.

Planning is the first and possibly most important step in preparing for a press conference in a crisis situation. You must be clear about why you are holding the press conference and its goal. Preparation is critical to ensuring the press conference runs smoothly, and the message is delivered clearly and convincingly. Creating an agenda is essential to recording the main topics and timeline of the press conference. In crisis situations, it is important to maintain transparency and control the reporting to comment on the situation, as a press conference is not always the best option for sharing newsworthy details with the media.

Selecting the right speaker(s) for your press conference is a crucial decision that can greatly impact its success. A knowledgeable and engaging speaker can inspire, educate, and captivate your audience. Talented speakers possess specialized knowledge, expertise, and insights in their respective fields. They can offer unique perspectives and share valuable information that adds depth and credibility, to your press conference.

Lo ideal es que una empresa, más aún si brinda servicios públicos o sensibles, considere que en cualquier momento es pasible de sufrir una crisis, y se haya preparado para ello. El desempeño del portavoz es clave en circunstancias adversas para mitigar el impacto en la imagen y la reputación, y para que juegue el rol adecuado debe haber recibido la formación y el entrenamiento previo respectivo.

Many organizations/people try to withhold information that is not protected against disclosure. If reporters are entitled to the information, do not make them go through FOI or similar. Just give it to them if they are eventually going to get it anyway. Stalling may buy you time, but it doesn’t buy you good will. And it always raises suspicions of what you don’t want people to see or know.

I have people go through trial runs ahead of time, making sure they are asked aggressive and uncomfortable questions. Not only does it facilitate a smooth response, it builds confidence.

Far more important than rehearsing the presentation is rehearsing the Q&A period. We saw this a few months ago with the CEO of Twitter at a conference, someone unprepared to answer tough questions can snowball a bad situation quickly.

It is worth improvising the dynamics of difficult questions from journalists. So that the speaker can see how he or she will feel when being asked many difficult, accusatory questions. Make it clear to the speaker that not every question has to be answered directly. A press conference in a crisis situation is not about explaining oneself to the media, but about communicating a clear message. Let me give you an example: To the question "Why did you scam people?" the intuitive answer will be more or less "We didn't scam anyone". Such a statement can be very unfavorably integrated into the accusatory context. The answer to such a question should communicate something else, for example: "We always care about the welfare of our customers".

In my experience, crisis press conferences require a strong plan. Form a dedicated team, craft empathetic messages, and prep for tough questions. Rehearse for composure, choose the right time and place, and stay flexible. Offer journalists comprehensive info. Strategy and empathy are key for success