1-The media is one of the channels through which you will communicate with the public and company stakeholders, so be candid and accurate, and frame your messages as you'd like them reported. And give the media the facts that support your messages.
2-Ignoring the media will not put a lid on the story. It will only encourage reporters to develop and frame the story as they see it---which might not be what you'd like.
3-Before you meet with the media, do two things: (1) Anticipate the questions that news reporters are likely to ask, and (2) make a list of the five questions you would least like to be asked, and then be prepared to answer them.
4-Treat reporters with respect in good times, and they'are more likely to portray your company fairly in bad times.
5-As you develop your communication strategy, begin with audience segmentation. Then develop messages that address the concerns of each segment. Finally, use the most appropriate media to reach each segment.
6- Be prepared for the possibility that a physical disaster may disable your existing lines of electronic communications.
7-The best time to develop a communication strategy is before a crisis occurs.
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