The Rockford Gray team has been traveling the country over the last several weeks providing crisis communication training and media training tips for a variety of clients across sectors. One question we always seem to get is, “How do you get the media to follow you to a media staging area?”
Based on our experiences as reporters, the media don’t like to be told where they can or cannot go. They need to get information, photos and video of the scene, and they can’t do that from an out-of-the-way staging area.
Most news reporters know not to impede with active recovery or investigative operations and will tend to follow your directions to the staging area, but good reporters are curious and they will wander in search for relevant information, pictures and videos, and other interviews.
A solid “Buy-Time Statement” incentivizes reporters to stay in or near your media staging area. Along with communicating to the reporter that you are going to engage with them and how you will engage with them, the buy time statement gives the reporter headline, factual information and buys you time to deal with the incident.
The Buy-Time Statement tells the reporter you will help with them, but your first responsibility is to manage the crisis. Then immediately get someone to prepare to speak with the media. Even if you don’t have new information or details, let the media know that – they simply need to know they have the newest information, even if that information is hours old.
Think of the buy-time statement as a pre-approved, initial response to an unfolding incident. It acknowledges the situation without providing details. It buys you time to gather accurate information.
For team members not briefed on delivering the Buy-Time Statement, tell the media you are not the official spokesperson and then provide the reporter with the name of someone they can contact.
We counsel against saying “I was told not to speak to you,” or “no comment.” Rather, connect the reporter with the right person.
Keep in mind reporters are simply doing their jobs. They get information by asking questions and documenting the scene. If you work with them, they can help get the right information out to the community.
One last note, do not, under any circumstances, touch the media or grab their cameras. That will create more drama. If they aren’t following your directions, ask law enforcement to get the media to go to the staging area.
Want to find out more about the media during a crisis? Reach out to us to schedule your crisis training.
Gil Rudawsky specializes in issues and reputation management, and crisis communication. He began his career as a reporter in Aspen, and journalism took him across the country and then back to his native hometown of Denver, 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.