Typically media triage categories are:
Answer or return calls from these outlets immediately.
Answer or return calls from these outlets as soon as possible.
Answer or return calls from these outlets when able.Changes to the media triage list will be needed as the crisis develops requiring you toreach more stakeholders.Information about media monitoring can be found in the Media Monitoring: A Look Outside Your Organizationarticle on this website.
One of the team leader's most important responsibilities is counseling management aboutthe communication aspects of the crisis. During the initial response phase that will primarily focus on preparing, receiving management's approval and issuing the initialstatement within one hour of learning about the situation.The team leader also suggests spokespeople - who have attendedmedia training
andtheir locations. If some member of the management team will make a statement or appear at a news conference the team leader arranges for a quick media training review andrehearsal if required.As the crisis develops the team leader should provide management with data obtainedthrough monitoring and other sources regarding the scope and tone of media coverage,message effectiveness, emerging issues, centers of gravity, new or modified messages,and broadening audiences and the best way to reach them.
Be a leader
Your crisis communications team members are working under tremendous pressure todeliver maximum information with minimum delay to connect with the organization'sstakeholders. In such an environment, a few words of encouragement and a "thank you"from you, their boss, goes a long way to acknowledge and encourage their efforts.
Remember, especially in the early moments of any crisis, it's not so much the initial eventas it is the organization's defensive behavior and slow or nonexistent response that causesthe most damage to its reputation. In other words, do you want your stakeholders to viewyour organization and management as caring and competent or callous and incompetent?Timely and accurate communication can influence their judgment.