Dissemination of correct information via the media: A precursor for effective crisis management

Communication is an important tool for every emergency handler and vital in every active stage of crisis management: contingency planning, containment and resolution. A critical form of communication is achieved through the media such as newspapers, television and radio. This must be used efficiently, especially to correctly frame the crisis in the public's mind.

Failure to deal with the media effectively may result in your side of the story never being heard. Worse, your organization's reputation may be publicly attacked by a hostile or misinformed reporter or news editor. Many examples of these are evident today which affects big corporates to top political parties.

Clear-cut communication holds the key

Give intense attention to how you communicate with the public through the media. Your messages should be accurate and candid. They should also represent your point-of-view and include facts to support it. If you disseminate your messages early and often, you are sure to successfully frame the story correctly in the eyes of the discerning audience.