The recent MH370 crashed is the good reminder for us to take crisis communication seriously. The media can make or break any corporate organisation the way the news is written or slanted in a CRISIS. Now, with the social media comprising facebook, twitter and blogs businesses are more vulnerable to media attacks. For this reason, it is important to have your CEO or spokesperson to be well trained to Face The Media. When corporate leaders assume facing the media is an easy task, and then they make all the mistakes and complain of misquotes when they read the news reports in the media the next day.

The spokesperson gives your organization a human form in a CRISIS. One area of control that must be exerted by the organization’s public relations or corporate communication officer is to insist that its spokespersons be trained because we know this skill is not taught in schools or universities. No one should represent the entire organization unless he or she has invested time and energy in developing the skills of an effective spokesperson. It is not about the colour of a tie or scarf one wears on television, but the ability to effectively connect with the audience, either through the media or in person. Spokespersons must be trained and be familiar with the basic principles of Crisis Communication. They should play a role in developing messages so they can “own” them and deliver them well. Therefore, it is imperative the spokesperson be trained to Face the Media in a crisis or in a transition of a company. The spokesperson will be charged with the task of portraying a positive image and messages of the company.

The spokesperson will have to communicate, engage and connect with the stakeholders and the public.
Build trust and credibility for the organization
Remove the psychological barriers within the audience
Gain support from the public
Reduce the incidence of a crisis, illness, injury, and death by getting message right

The Art of Facing the media in a CRISIS is a skill and through practice, role plays in a mock press conference. CEOs can master the art in overcoming any negative media on the organisation.

Attending this one-day hands-on course will benefit you to be eloquent and professional in a press conference.

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