When Crisis Calls, Answer the Phone

Our first instinct in crisis is often to run and raise the drawbridge.  Facing a potential threat, we tend to try and close ourselves off from the looming danger in the outside world.  A recent conversation I had with the Motion Picture Association (MPA) reinforced the importance of reaching out, not retreating when confronting crisis.

It started, as so often crises do, with a call from a reporter.  Rather than taking down their information and some background on the story they were pursuing, Emily Lenzner, who runs global communications and public affairs for the MPA, did something pretty unusual.  She engaged robustly.  

Learning more about the facts and focus not only enabled her to get a clearer picture of the situation, it afforded the opportunity to develop a relationship with the journalist. In this case, it was not someone Lenzner had worked with before.  By not being defensive or elusive, she was able to quickly generate a level of trust and, off the record, she clarified a number of critical points.  

Through their exchanges, the reporter came to understand that what they had heard was not in fact true and MPA did not actually have a role in the story.  But, they did now have a bridge built for the next time.  Lenzner told me that, “The key was to be accessible to the press and not hide. Even when dealing with a challenging story, in most cases, it’s better to cooperate. We were able to work effectively together with the reporter because we had an open, honest relationship.”

At a time when deadlines are drastically shorter, “I’ll get back to you,” is often no longer an option.  So how do we prepare to engage instantaneously?  The MPA’s response in this case is a good example of what can be done even if you’re operating in the most communications constrained of environments.  You may not be able to go on the record immediately, but other options exist.

First, ask more questions and attempt to get beyond the quick comment conversation.  Second, go off the record and provide as much information as seems prudent.  Finally, direct them to other resources and well-informed experts.  In short, try opening doors and inviting the reporter in, rather than shutting them out.

Practice before you get that phone call.  When the next media inquiry comes in, try being more open.  See if you get more information than usual and similarly, work on providing them with additional background.  Ultimately, the goal is to become really comfortable taking challenging conversations to a more constructive place.  

Lenzner offers us a simple, but strategic lesson.  When you get that call, avoid the sudden impulse to close down, to try and get off the call quickly to set about dealing with the crisis.  I can’t help but wonder how many crises might have been averted by just asking a few more questions and offering a couple clarifying points.   Indeed, your best response to emerging risks may be emerging and being a bit more responsive.