Before a crisis is the best time to set up a media plan.  But here is a quick list for media relations, if you need something now.

Before you talk to any reporter or media person, develop a careful message to be given through only one spokesperson for the organization.

Then pay attention to the following principles.

One spokesperson is all you should have.  That person should be articulate, diplomatic, and sincere.

Call a press conference.  It is much better to give the impression of open communication than to hide behind a written press release.

The media is not there to determine the truth.  The media is there to sell newspapers, air time, and develop their own sales.  Be friendly, but realize they do not regard you as a friend.

Always make a brief statement as a response for every question.   Develop a response other than "no comment".   "I will not answer that" is better than "no comment".  "I do not know, but I will try to find out" is perfectly acceptable in most situations, if you do not know the answer.

Always have three "canned responses" when you go to talk to the media.  For example: (1) The safety of our customers is extremely important to us.  We are cooperating with the authorities in their investigation. Any comments made before the investigation is complete would be premature. (2) As soon as we learned about the allegations, we took immediate action. We have asked an outside independent investigator to see if there is any substance or truth to these allegations.  (3) There certainly is a big hole in the ground.  The engineers did not expect it.  If anyone has in fact been hurt by the big hole in the ground, we are going to see that the right thing is done.  We have people checking on that right now.

Remember you --- not the questioner --- control what you say.  The question does not control what you say. The question by a reporter is only an occasion for you to say what you want to say.

Develop a written statement for distribution.

As quick as you can, acknowledge all problems. Then move on to what you are doing about them.

Anticipate the questions reporters will ask.  Determine ahead of time what you will not say.

Speak in 15 second sound bytes.  Use short sentences.  Emphasize what you want to say, and do not depart from what you want to say.