Aristotle got it right 2300 years ago when he said “nature abhors a vacuum.” Typically, when crisis strikes there are few facts and an overwhelming urge for an organization to say nothing until there is something to say. But today’s media will report on the events with or without the company / organization’s response. Even worse than silence is the quote “no comment,” which to many is perceived as saying “guilty as charged.”
The better response: a short statement that provides some information and that can be updated as you learn more. At CommCore we call this the Message Box. For instance, a first quote could be: “we are working closely with authorities in this investigation and will provide updates as they are available” is far better than “no comment.” It demonstrates acknowledgement of the issue and a degree of transparency that will likely be included in the news report.
How to use the Message Box:
Think about a spokesman from law enforcement or an investigative agency who has to face the media immediately following an incident. They want to establish their presence and commitment to find out what happened. Yet there are few facts available and media will ask some questions that may be impossible to answer. The spokesperson needs to have a few bullet points of information and stick to those points, regardless of the questions.
A typical bridge from any speculative inquiry will acknowledge the question by saying, “it’s too early to say, however our investigation will be focusing on…” or “I appreciate the question. That’s one of the issues we will be looking at…” or “we prefer not to speculate, what we know now is…” These transparent answers restate what is known, but don’t provide any facts not currently available. This can frustrate the reporters, but you have no obligation to answer all of their questions.
This example of a news conference of a National Transportation Safety Board investigator is an excellent way clearly state the facts while staying in the Message Box.
One more preparation idea:
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