How can you help a senior executive communicate with the media during a crisis?

1 Identify your objectives

Before you speak to the media, you need to have a clear idea of what you want to achieve and what you want to avoid. A coach can help you define your objectives and align them with your organization's values and vision. For example, you may want to inform the public about the facts of the crisis, express empathy for those affected, demonstrate accountability and responsibility, and outline the actions you are taking to resolve the situation. On the other hand, you may want to avoid speculation, blame, defensiveness, or contradiction. A coach can help you craft your key messages and practice delivering them with clarity and conviction.

2 Understand your audience

The media is not a monolithic entity, but a diverse and dynamic group of journalists, outlets, and platforms, each with their own agenda, tone, and style. A coach can help you research and understand your audience, and tailor your communication accordingly. For example, you may need to adjust your language, tone, and level of detail depending on whether you are speaking to a national newspaper, a local radio station, or a social media influencer. A coach can also help you anticipate the questions and challenges you may face from different types of media, and prepare your responses in advance.

3 Manage your emotions

Speaking to the media during a crisis can be stressful, intimidating, and overwhelming. You may feel angry, anxious, frustrated, or fearful, and these emotions can affect your performance and perception. A coach can help you manage your emotions and stay calm and composed under pressure. For example, a coach can teach you breathing techniques, relaxation exercises, and positive affirmations to reduce your stress and boost your confidence. A coach can also help you practice expressing your emotions in a way that shows empathy, sincerity, and authenticity, without losing your professionalism or credibility.

4 Master your delivery

The way you deliver your message is as important as the message itself. The media and the public will judge you not only by what you say, but also by how you say it. A coach can help you master your delivery and enhance your non-verbal communication skills. For example, a coach can help you improve your voice quality, pitch, volume, and pace, and avoid filler words, hesitations, and repetitions. A coach can also help you use eye contact, gestures, posture, and facial expressions to convey confidence, authority, and openness.