Such attention represents an opportunity to either strengthen a nonprofit's reputation or create lasting damage. The recipe for an effective crisis media communications strategy is 90 percent preparation and 10 percent delivery. Even highly polished CEOs run the risk of missteps when a crisis hits. Mistakes can be made when the chief executive's focus is on other critical matters - helping victims, minimizing damage and losses, and restoring operations. In most instances, you should not forego the opportunity to send a message about your organization to a large audience.
Adequate preparation is essential for an effective response to the media during a crisis.
Keep in mind that anything that anyone in a position of authority says to the media can be used against the organization in any litigation that results. Advance preparation is necessary. Our commitment to safety is reflected in our safety training programs for athletes, rigorous screening and training program for volunteer coaches, and provision of appropriate safety gear for all our participants. If you do not know the information, admit that fact and if appropriate, pledge to find out as soon as practical. Establish a time and place to provide information updates.