Preparing for a Potential Media Crisis

Remember the oft-repeated warning that the worst nightmare for a non-profit organization is to find cameras from “60 Minutes” on the doorstep? A crisis can arise whenever people are working together in a common cause:
• improper food handling at the annual dinner for People Living with HIV/AIDS could result in massive salmonella contamination from the turkey
• failure to train volunteers in appropriate ways to change diapers in the nursery could cause an outbreak of impetigo or diarrhea among the toddlers
• poor screening of youth advisors could bring charges of inappropriate relationships between teens and an adult

The list could be as long as your arm! A case study in the July/August edition of Board Member provides some words of wisdom on how to pre-pare for the eventuality of contact with the media.

1. Most importantly, have a plan in advance. “Know who the official spokesperson is and refer the media to him or her.” The spokesperson should acknowledge the situation, express concern for those affected, report on what the congregation is doing to deal with the situation, indicate clearly when further information will be available, and remind the media of the good work the organization is known for.

2. Establish a comprehensive emergency response plan, which in-cludes:
• notification of appropriate local, county and/or state officials
• contact with the congregation’s legal counsel
• contact with public officials such as the mayor, whose public relations office may be fielding calls
• information on media contacts, including names and contact informa-tion for newspaper, radio and television reporters and their deadlines

3. The board should review “what if” questions periodically. Everyone on the board should know who to call, and how to refer media calls to the spokesperson. Board members and staff other than the official spokesperson must be crystal-clear that they should say “No comment” to any media requests.

4. Create and update policies and procedures which are reviewed by all relevant staff, both paid and volunteer.