Editors note: This post was originally posted on www.pseudohr.com on Thursday January 14, 2010
“If the worst were to happen at your workplace, would you be ready?” Wednesday’s BSHRM meeting was about just that, crisis in the workplace and how to handle those pesky media people. Our presenter was Malena Cunningham, a familiar face to many in Birmingham as she is a former NBC affiliate anchor.
Malena suggested many ways for HR pros to prepare their companies in the event of a crisis. She referenced the local Healthsouth scandal as an example. Many of the employees and nearby construction workers turned reporters during the days and weeks following the initial government raid on the Healthsouth corporate office. Malena recalled many employees tipping off reports about mass layoffs and government officials being onsite.
Malena suggested, in preparing your Crisis Management Plan, to designate a handful of key individuals within your organization to speak with the media. Train your staff to tell reporters “You’ll need to speak with Mr. Smith about that” and walk away.
Those key individuals need to be prepared as well. One of the things they can expect, if the company is caught with its proverbial pants down, is the ambush interview. You know the one, when the reporter appears out of thin air with an explosive question. Train your key people to remain calm. Malena suggests a calm response of “That’s a good question. Can I get back with you with a firm response?” or “Here’s my card, please feel free to call me later and we’ll discuss”. Calm responses don’t make good teasers for the evening news.
Malena also suggests, contrary to some belief, making friends with reporters is not always the best tactic either. Remember your friends typically know where you live. Malena admitted to telling her friends that if a corporate scandal breaks at their company, she’d camp out in their front yard until she got the interview.
Lastly Malena offered the advice of getting to know how the media works. Understand their tactics, understand their motivation (getting the scoop), and train your key employees how to respond appropriately.
In response to a question about employee’s first amendment rights, Malena says that you can’t control an employee’s actions after they leave the company property. While I agree with that statement in the basic sense, I’m not sure I buy the concept. Train your employees on how to react to a crisis and train your key employees on what to say.
Have you updated your crisis plan to include dealing with the media? How do you feel about employees contacting the media and spilling the company’s secrets either on the clock or off?
Editors note, again: April Dowling, SPHR is an HR Generalist in Birmingham, AL. She writes her own blog over at www.pseudohr.com where she likes to talk about leadership, HR, recruiting and anything else that comes to mind. In her spare time, whatever that is, April likes to read, write, and did we mention read?