How to Skate Circles Around a Media Crisis

Play your PR strategy like a hockey game.

Stanley Cup champions have to bump and bash their way through plenty of obstacles before they drink from the cup of hockey supremacy. Don't expect to get through a media crisis without some rough stuff in the corners either. Here are a dozen tips to keep you out of the PR penalty box.



1. Have your best player on the ice.

 Select the right spokesperson - a leader who has a strong grasp of the issues and can communicate effectively with reporters. A CEO who lacks media skills should be trained properly or kept out of high-profile media encounters.



2. Analyze video from previous games.

 Every organization has blind spots that can lead to embarrassing media gaffes. Study previous media clips. Read what the press are saying about you. Develop a media relations strategy to mend fences or create new opportunities.



3. Defencemen: clear that slot!

 Your goaltender is most vulnerable to shots from close in. Make sure your own employees and clients are never surprised by information going out to the public. Leaks to the media from your own staff or important stakeholders make great fodder for negative media stories.



4. Don't take dumb penalties in their end of the rink.

 It drives coaches bananas. Avoid making outrageous, inflammatory statements that can prolong a media crisis. We are living in politically correct times. You can be frank and honest without making provocative statements.



5. Take Wayne Gretzky's advice: Skate to where the puck will be.

 Anticipation, anticipation, anticipation - the cardinal rules of media relations. The interview itself should never be the first time you hear the tough questions. Role play before every media encounter.



6. Watch your tongue around the referee.

 The captain might get away with occasional salty language, but players must stay away from religious, cultural or sexist statements that can offend the fans and come back to haunt you.

7. Speak like Don Cherry -- tell it like it is.

 Always tell the truth. If you need to stay clear of a dangerous question, learn how to diplomatically get the puck out of your own zone. If you can't give an answer, explain why.

8. Will you dump the puck in or carry it over the blue line?

 What's your strategy? Figure out in advance what your public relations goals are and then use the media to reach those goals. Uncertainty or confusion at the opposing team's blue line usually leads to an offside call.



9. An elbow to the ribs might hurt but it won't kill you.

 Stanley Cup champions put up with the cheap shots because they have their eyes on the big prize. So don't whine when media coverage doesn't live up to your expectations. Seek fair and balanced coverage over the long term.



10. You don't need a slapshot every time.

 Make a big media splash only when it's justified. Too many organizations stage lavish media conferences or tours when more subtle tools would be just as effective.



11. Don't be a puck hog!

Handling a media crisis is a team effort. Trying to go it alone will only tire you out and make it easier for the opposing team to score. Use your public relations, marketing and legal people to map out a crisis management plan. But be careful you don't have too many players on the ice at one time!



12. Remember why you have a coach.

Hockey teams don't hire baseball people to coach or manage. So make sure you hire a news media veteran to coach your spokespersons. Demand that your trainer put your people through mock interviews that cover the range of easy questions to in-your-face interrogations.