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Dealing With the Media After A Spill
News reporters working a big story can seem over-zealous in their efforts to get information, especially after an accident that results in a spill of hazardous materials that shuts down a highway. The public relations challenges of such an environmental release should be an important part of the spill generator's response to the incident, observes Tom Moses, Spill Center president, who wrote a white paper on the importance of crisis communications planning and openness with the press.
"Advance crisis communications planning can go a long way toward keeping your company from coming off as the bad guy after a spill," says Tom, who founded Spill Center on the premise that no company has enough spills to get good at handling them. For more than 20 years, Spill Center has provided expertise and support for clients involved in spills.
In his paper, "Dealing With the Media During a Spill Emergency," he offers guidelines on how to organize a crisis communications team and how to control information going to the press by becoming the primary provider. A key member of the team is the company spokesperson, who will gather all available information (who, what, where, when, how, and what's next) on the incident and handle news media inquiries.
The spokesperson should be accessible around the clock and be prepared to go to the scene of an incident involving a company truck, facility or employee as quickly as possible when required, advises Tom. All media calls for information should be directed to the spokesperson.
An important job of the spokesperson is preparing for interviews before talking to reporters. "Make notes listing points you want to make during interviews, and volunteer them, even if the reporter does not ask the right questions. Speak slowly and in short sentences, allowing the reporter to take notes. Avoid using industry jargon that the reporter might not fully understand or could misinterpret," relates Tom, who holds a law degree and a certificate in Hazardous Materials Control and Emergency Response.
"Honesty is the best policy," he says. "Attempts to cover up an incident or provide incomplete or incorrect information can come back and bite you if a reporter finds out the full story from another source. By being open and responsive, you control the information, since the reporter doesn't feel the need to look for other sources to learn about your company - sources that might provide inaccurate or slanted information," he notes.
Download Tom's white paper "Dealing With the Media During a Spill Emergency" by clicking on the title in the left-hand column. If you're not a Spill Center client, Tom invites you to learn about the services that have helped hundreds of clients contain costs and limit their liability after spills requiring environmental cleanup.
For more information about Spill Center, contact Tom Moses at Spill Center, 22 Kane Industrial Dr., Hudson MA 01749. Tel (978) 568-1922 (x222). E-mail: tmoses@spillcenter.com. Or visit the Web site, www.spillcenter.com. New users can register as clients and complete spill contingency plans online.
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