By Gil Rudawsky, Rockford Gray Partner
For many organizations, a crisis is the worst day imaginable.
One of the biggest crisis communication challenges is what do we say when we can’t say anything?
In the initial minutes of a crisis, you are limited in what you can and should say publicly. But every organization and their team members should be prepared to say something.
That’s why during Rockford Gray’s crisis communication training we share what we call the “Buy Time Statement.” We distribute wallet-sized tip cards with the exact wording of the statement during crisis trainings and include a customized version in every crisis plan.
Crisis tip cards are the size of a credit card, designed to fit in the palm of your hand. Some of our construction clients tape it to the inside of their helmets, others keep it in their trucks.
What is a Buy Time Statement?
The buy-time statement does exactly what it says. It buys you time with the news media at the onset of a crisis.
We suggest delivering the buy-time statement on your first encounter with the news media. Let’s walk through it:
“My name is, (XXXX) and I am a, (Title), supervisor with (Organization), I can confirm there has been an incident.”
At this point, you want to include minimal details related to the incident: time, place and nature of incident when appropriate.
Avoid speculation, but if the building behind you is on fire, you can say, “we have a fire.” Don’t speculate on how the fire started.
Next tell the reporter:
“I don’t have enough information to answer your questions. I know we all want to get the story right. Our spokesperson will be back with you with the update. Until then, you should stay in this safe area. This is where we will deliver our next briefing.”
Then give an approximate (or specific if you have it) time when your spokesperson will provide a briefing or give an update.
If appropriate, you could also say, “We will post updates on our (social media).”
The statement tells the reporter two key pieces of information:
- Your organization is going to engage with the media
- How you are going to engage with the media
Here is why this is important. If the reporter knows you are going to engage with them and how you’re going to engage, that reduces their anxiety. That can help to reduce some of the pressure.
But you’re not finished yet.
Good reporters have an insatiable appetite for information. So, after you deliver the statement, they will likely start asking you questions.
That is where the phrase, “I don’t have enough information to answer your questions.” comes into play. This phrase gives you an out.
After giving the statement, expect reporters to ask follow-up questions. Tell them you don’t have the information and that you need to leave to get back to the site, to get more information or take care of the situation. Then, walk away.
Quality companies who want to train new team members or provide a refresher for longtime employees, incorporate our crisis training into their annual routine. Over the years, many participants have the crisis tip card with them.
In our crisis training session, we test teams’ ability to deliver the buy-time statement. Using customized, mock scenarios for each client, Rockford Gray coaches role-play as aggressive reporters.
The training helps clients prepare to engage with reporters on their worst day, professionally deliver the buy-time statement and prepare to get clear and correct information to the public and their key audiences.
Bad things happen, we get it. But there are tools and training to help organizations manage a crisis, effectively engage with the news media, inform their audiences and ultimately do the right thing to protect their reputation, even on their worst day.
If you are interested in finding out more about our crisis training session or want a copy of our buy-time statement, reach out to Jennifer Miller or Gil Rudawsky, or fill out this form.
About the author: Gil Rudawsky specializes in issues and reputation management, and crisis communication. He began his career as a reporter in Aspen, Colo., and journalism took him across the country and then back to his native Denver, Colorado, where he worked for the Rocky Mountain News. His journalistic skills – source development, research, credibility, storytelling, and curiosity – remain the foundation of his work with clients. He has experience working on a range of issues across sectors, including federal investigations, corporate and workplace issues, DEI and public advocacy campaigns. He provides expert-level strategic counsel, including on-the-ground support. He is a graduate of the University of Southern California, with a degree in philosophy.