Geoffrey Hyde
Burson-Marsteller
’You have to assess the programme and decide if it is likely to give you
a fair hearing. It can be more damaging to be taken to pieces on-air
than to have an empty chair. Secondly, you have to make an assessment of
your client. If they have nothing to hide and know what they want to
say, then they should appear. But if you can’t be honest, don’t do it,
and if honesty means saying, ’we got it wrong’ then that is what you
must say.’
John Stonborough
John Stonborough and Co
’If the press pack is outside your door, scurrying to your car is
undignified, so saying something is sensible. What is more difficult to
manage are the hundreds of requests for interviews that you get in a
crisis.
You have to understand the news cascade in order to be able to choose
who to talk to.’
Will Whitehorn
Virgin Group
’In any crisis there is a duty to inform. That was a responsibility that
we took very seriously. We scrambled a team immediately to look after
passengers, to deal with the media and to inform the public. We issued a
statement within 20 minutes and I was on the scene to do interviews
within 40 minutes. Richard Branson sent statements from Boston and was
fully informed at all times. The media was able to interview the pilot
as soon as he had finished reporting to the Air Accident Investigations
Board.’
Hilary Meacham
Focus PR
’Ask yourself, ’will this still be a crisis by lunchtime?’ and if not,
the best thing may be to do nothing, as the story may evaporate.
In a real crisis - loss of life or endangered life - I think you should
always be responsible and that means facing the camera. You must be
factual and you must not be drawn into an emotional confrontation. You
must have a clear grasp of the facts and the messages you want to
convey.’
Fran Morrison
Shell UK
’Yes and ideally with senior line managers, not PR communicators.
We train our managers to have a crisis communication policy to provide
timely, factual, accurate information to the media and other
stakeholders.
During the Brent Spar crisis our managers gave over 100 radio and TV
interviews.’
