And each crisis situation must be communicated to the general public through the news media. Perhaps in no other area is communication so affected by crises than the environment. Situations such as chemical spills, over-harvesting of fish, or aerial application of chemicals for agricultural purposes have been targeted by environmental groups because of their potentially negative impact on the environment. As an environmental education 4-H agent, you may find yourself having to comment on controversial environmental topics. This fact sheet provides some pointers on how to work with the news media during a crisis situation.
All crises have common characteristics.
First, they are nearly always negative. They cast shadows of doubt about the credibility of an organization in the eyes of the public. Second, a crisis can create improper or distorted perceptions. A crisis may involve allegations that tell only part of the story and stimulate negative impressions by the public about the organization. Unfortunately, perception is too often reality.