Preparation

• Define a media relations strategy based upon the need to respond either proactively or reactively.
• Draft both oral and written statements to respond to inquiries.
• Write multiple drafts of a news release to treat best and worst case scenarios.
• Develop a list of key media targets.
• Gather a group of third-party independent supporters of the organization to be readied for positive comments and media support.
• Develop internal communications procedures to keep all interested parties apprised of developments.

Process

• Select a spokesperson to respond directly to media inquiries.
• Align action plans for response to media inquiries.
• Distribute news releases and client collateral materials to target media list.
• Set up a news conference if necessary.