Crisis Communications Expert Tells CEOs to Hold Their Tongue in That First Call from the Media.

SAN FRANCISCO -- Be honest and articulate in telling your story; the media is not your enemy, but not your friend either, says Fineman, just named by PR Week as one of the nation's top "crunch-time counselors"

If you pick up a call about bad news from a reporter covering your business space, you will be wise to listen carefully, ask lots of questions and hold off on any immediate response, according to Michael Fineman, recently profiled by PR Week as one of the nation's top "crunch-time counselors."

"Whether it's Mike Wallace or Wine Spectator on the line, you should always get all the facts before speaking on the record," said Fineman, "no matter how intimidating or friendly the reporter may seem."

Fineman said he knew of several situations over the past year in which company executives engage reporters in initial phone discussions that appear to be casual conversations -- only to see those discussions quoted fairly or unfairly, in part or in whole, in the media.

"When a reporter calls, assume the conversation is on the record, whether you know the reporter or not," said Fineman. "Listen carefully to what the reporter asks and the reason for the call. If it's to tell you about something negative about your company or products, your first reaction will be defensive...my advice is not to engage until you have had a chance to gather the facts and collect yourself. Get as many details as you can and ask for the reporter's deadline. Then do your best to get some kind of an answer to respond to that deadline, even if there is only time for a brief statement and the promise of more to come."

Fineman says that honesty is the only policy. "And," said Fineman, "in any situation, it is best if your side of the story is told up front. At the same time, there are a number of issues to take into consideration, including public health and safety, legal exposure, accuracy, and, not least, your reputation or that of your organization.

"Finally, when you have the facts and are ready to answer the reporter's questions, focus on what you want to say, including two or three key messages. Be on the lookout for devices the reporter may use to move you out of your comfort zone or provoke you emotionally." Fineman offered the following tips for companies to consider when responding to a reporter's questions.

1. Remember that everything you say is on the record; avoid going "off the record."

2. Be positive and show your concern. Avoid blame and judgments.

3. Answer questions concisely. If the reporter is silent after your response, do not fill the void...wait until he or she asks for clarification or moves on to a new question.

4. If you make a mistake, correct it immediately. If the reporter characterizes the situation incorrectly, make sure you set the factual record straight.

5. Be friendly, but keep in mind the reporter is not your friend. Neither is the reporter your enemy. Reporters are doing their jobs, and that includes questions they ask that may incite you.

6. Avoid legal issues.

7. Never repeat a charge or inflammatory statement; it could be used as a quote.

8. Stick to your point, your message, and the carefully considered responses you prepared before the interview, and do it with conviction. Do not extemporize because the reporter is being persistent. The more forthright you can be the better, but that doesn't mean 'letting it all hang out.'

9. Do not answer hypotheticals.

10. Remember this: everyone makes mistakes and bad things happen to good people and companies. The market will more likely be understanding and sympathetic if you demonstrate honesty, responsibility and a caring attitude. If you are arrogant, angry and defensive in your responses, you will lose.

Fineman PR represents wineries and has been published for a case example of its work with Hanzell Vineyards. Fineman PR works with Foster Farms and France-based cork supplier Sabate for both marketing PR and crisis preparedness. Additionally, Fineman PR has worked with St. Mary's College of California and has been recognized for its crisis communications work for Odwalla, Fresh Express Farms and the packaged salad industry, and for helping to end Pacifica Foundation's 1999 struggle with its KPFA Radio station in Berkeley, Calif. Fineman PR also produces an end-of-year collection of public relations gaffes that is published annually by the nation's news media. Fineman's annual "Blunders List," with examples of how not to communicate, was created as an annual reminder of the critical need for good public relations.