Page 64 AUGUST 2018 | RETAILERS FORUM MAGAZINE
3. Present information from the viewpoint of
the public interest, rather than from the company's
This is self-explanatory but important not to
overlook, since we are accustomed to thinking
in terms of company needs. Report news in the
context of public interest, especially when it impacts
public safety. Tell the whole story at once,
if possible, rather than keeping it alive in the
media while additional facts are announced or
4. Respond to all
Again, it is essential
that the organization
avoid the appearance
of dodging media
If at all possible, maintain a log of media inquiries. This
ensures that all requests for information
are honored and provides a valuable
record for later evaluation of and monitoring of
the event's effects.
5. Never speculate.
Guesswork can mistakenly be reported as fact,
leading to misconceptions that are difficult to
counter. Remember, too, that what you say may
create expectations for which you will be accountable
in the future. Make promises you
know you can keep.
6. Remember past performance
when developing responses.
The organization's past record of performance
will serve well in a crisis. Stress the positive
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