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Follow Me on TwitterLorne Wiebe is a well known former Cornwall broadcaster. Even though he now calls Ottawa his home, he has a special affinity for Cornwall and SD and G. He now works at Rhodes & Williams Insurance Ltd. and partners with the local business community to help them deal with their day to day risks. If you have questions or wish to contact Lorne, you can email him at lwiebe@ourhometown.ca
Seven tips for Business Owners - Dealing with the media
Lorne Wiebe
OurHometown.ca

Seven tips for Business Owners - Dealing with the media
There are few things in life that will ruin your day faster than waking up to the radio, only to hear your company’s name in a “bad news” story. I know. I used to get calls from frantic business owners asking if there was any way we could stop reporting whatever news it was about their company that had made headlines. Whether an employee gets hurt on the job or your business suffers a fire, you can bet that reporters will be calling you or lining up outside your door
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Ottawa - March 13, 2012 - There are few things in life that will ruin your day faster than waking up to the radio, only to hear your company’s name in a “bad news” story. I know. I used to get calls from frantic business owners asking if there was any way we could stop reporting whatever news it was about their company that had made headlines. Whether an employee gets hurt on the job or your business suffers a fire, you can bet that reporters will be calling you or lining up outside your door. As a former News Director for a national corporation, here are my suggestions for not only dealing with media inquiries, but ultimately turning a bad news story into a positive news story.

#1 - Get ready: The key to winning a public relations battle is preparation. Have a designated person on your team to handle all media inquiries, both good and bad. That strategy also helps to brand your company because the public will begin to relate the spokesperson’s name and voice to your business. Plan out your message and strategy in advance and then stick with it.

#2 - Stay Focused: If the worst happens and you are forced to address the media shortly after disaster strikes your company, it can be easy to get off track when answering questions. Your mind is swirling with a hundred different thoughts. Pause. Take a deep breath…and keep your answers focused directly on the question.

#3 - Be Forthcoming and Honest: Do not fudge the truth about what may have happened. Reporters have all kinds of tools at their disposal to discover the truth and ultimately, it will be reported.

#4 - But Not Too Forthcoming: Do not expand your answers past what the reporters ask, however try to give full answers in relation to their question. Never speculate.

#5 - Reflect: Regardless of how much you prepare for an interview, there will be questions that you never saw coming. It may seem obvious to think carefully before you speak but it’s easy to just start rambling if you’re not careful. If you’re not sure about an answer, tell the reporter that you’ll get back to them later that day. And then be sure to get back to them later that day.

#6 - And Deflect: Sometimes a question will come up that you really don’t want to answer. That’s a good time to gently deflect. Say something like “Well, that’s a good question but I think the more important issue here is…” and then focus on promoting your agenda.

#7 - Stay Positive: Even in the midst of tragedy there can be positives to point out. The support of the community. The heroics of the police or fire department. The unity of your company’s team. Be sure to be generous and grateful in your public comments. It will help people empathize with your business’s situation and ultimately can help portray your company in a more positive light.

Presented here is a general article about insurance. The discussion is general in nature, and does not constitute insurance advice. This is not intended to be a description of coverage, and does not include details of the coverage nor the terms, conditions, qualifications, limitations and exclusions applicable. Policies should be reviewed in their entirety and related to your specific operations. Many insurers permit changes (Changes to insurance policies are usually called "endorsements" or "riders") in their limitations or exclusions to match your specific requirements. As insurance advice must be tailored to the specific circumstances of each situation, nothing provided herein should be used as a substitute for the advice of a competent insurance broker. IN NO EVENT WILL RHODES & WILLIAMS LIMITED BE LIABLE FOR ANY DAMAGES WHATSOEVER, INCLUDING SPECIAL, INDIRECT OR CONSEQUENTIAL DAMAGES, ARISING OUT OF OR IN CONNECTION WITH THE USE OR PERFORMANCE OF THE INFORMATION PRESENTED IN THIS DOCUMENT.



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