A catastrophe has befallen your business. Whether man-made or of natural origin, your reputation is on the line, and people are desperate for details. Perhaps media outlets are descending on your office headquarters, demanding a statement. A well-crafted news release depends on having a crisis-communication plan in place, and it should reflect the directives of that plan. Use your company's crisis plan to follow established communication protocol. Discuss the content of the planned news release your company's crisis-communication team. Follow steps that help you craft an effective crisis news release.
Instructions
1. Identify your target audience. Is the news release intended for employees, customers or the general public? Each audience will have unique expectations and needs during the crisis. Write the news release for the specific audience.
2. Begin with the date instructions for the release. In a crisis, the header usually would be "For Immediate Release."
3. Provide contact information. Your crisis-communication plan should designate a single spokesperson to handle all questions and inquiries. Supply the contact information for this person.
4. Write the headline for the release. Ideally, the news release should contain information that is proactive, not reactive. For example, instead of "Magma Energy Addresses Problems Reaching Call Center," use "Magma Energy to Add Additional Phone Lines for Call Center."
5. Supply a paragraph summarizing the information contained in the body. The summary usually is quickly scanned by media outlets to assess the newsworthiness of the release. Use the summary to help news outlets understand the critical nature of the communication and how the information targets the larger crisis.
6. Write the body of the news release. The body should not exceed 300 words. Add "bullets" to highlight main points, and keep paragraphs short and concise. A well-written body should be easily scanned for vital details.
