Comment gérer les relations avec les médias sans informations complètes ?

The worst thing you could do is say "no comment" or try to fake an answer. If you don't have the information yet, tell the journalist why you don't know the answer and what you're doing to find out. As a former news reporter, I can tell you journalists understand you won't always have all the information. That's ok as long as you handle the situation with honesty and transparency.

Don't make the incredibly stupid (and easily avoidable) mistake of saying what you think people want to hear. That won't make the questions go away, and often, it will cause detractors to become even more vocal. If that's the outcome you're looking for, by all means, sing that song, little birdie. But for everyone else who wants to minimize the damage a PR crisis can cause, you need to be honest and transparent with the media. If you don't know the answer, say so and say when you will find it and report back. (And then follow through!) If you do know the answer, answer it honestly and transparently, and don't take any backlash personally. This is easier said than done, but it's the only way to effectively handle this situation.

Managing media relations without complete information requires transparency, proactive communication, and swift updates. Acknowledge the gaps, emphasize what is known, and commit to providing further details as they emerge. Establish trust by being accessible, responsive, and conveying a commitment to resolving uncertainties promptly. Maintain a consistent message to avoid confusion, and leverage social media or press releases for real-time updates. Engage with journalists openly, demonstrating a cooperative attitude. Admitting limitations while actively working to fill information gaps builds credibility and fosters a positive relationship with the media during uncertain situations.

In the dynamic world of media relations, managing incomplete information requires strategic finesse. Key approaches include prioritizing transparency by openly acknowledging gaps, maintaining open lines with journalists to provide ongoing updates, contextualizing available information for a broader understanding, proposing relevant alternatives in the absence of complete data, committing to timely updates, strategically designating knowledgeable spokespersons, and vigilantly monitoring media coverage to correct inaccuracies promptly for a positive relationship

Managing public relations without complete information is challenging. In the early stages, work with the facts you have and quickly find those who can fill the gaps. Avoid making and sharing assumptions or taking information from sources that can't be verified, such as social media chatter. During a crisis, it's important to be open and transparent, so try to own the narrative by sharing what you can about what has happened and what is being done to mitigate an issue. Ultimately, without the facts you can't do your role properly so ethically and professionally, you should question your role if your questions aren't being answered and information appears to be hidden from you.

Inaction leads to your PR problems growing like a snowball, so you need to get out in front of it before it becomes too large to manage. Failing to do so can destroy a company. Instead of waiting for the media to come to you, you need to reach out to them proactively. Ideally, you'll want to pitch the most impactful media outlets, and maybe even offer an exclusive to an outlet that's willing to do an extensive feature if they break the story. Eventually, others will likely cover the story too, which is what you want, but this approach helps you to get your side of the story out and steer its direction. And when the media reaches out to you, you need to respond quickly, or you'll risk them running with their version of the story.

En phase, être proactif et réactif dans les relations avec les médias est fondamental. L'initiative de contacter les médias en premier lieu permet de démontrer une volonté de transparence et d'ouverture dans la communication. Fournir des mises à jour régulières et répondre rapidement à leurs sollicitations témoigne d'un engagement envers une communication fluide et honnête. Ignorer ou retarder les réponses peut donner l'impression d'évitement, ce qui peut nuire à la relation avec les médias et potentiellement conduire à la propagation de rumeurs ou de désinformations. La proactivité et la réactivité permettent de maintenir le contrôle du récit, d'éviter les malentendus et de préserver la crédibilité de l'organisation.

Reacting quickly, being ready to find and share information, helping a journalist — this is welcome when you want to build a positive relationship with the media. Breaking deadlines, ignoring messages and waiting a long time — this is unacceptable if you want to have a positive reputation on the labor market as a PR specialist. First and foremost, you are also a representative of the company, its face.

The second rule of dealing with the media is to take the initiative and always be alert. Be the first to reach out to them rather than waiting for them to approach you. Quickly distribute messages, updates, and resources. Never ignore or postpone responding to their texts, emails, or calls. Respond to their inquiries and fulfil their demands in a prompt, polite manner. Being proactive in directing the story and stopping misinformation and misleading information in their tracks is the aim.

As a former journalist, to me, silence was an admission of something larger going on. Anytime radio-silence on the other end, it meant I was on to something and they didn't want me to know. Always communicate up front, especially if the issue is clear or out in the public, journalists will always know someone or see it themselves. Don't think "they won't see it" or "they won't know", always assume they do and prepare for it. The faster you can tell your companies story, the better you're going to come out on the other end. You want to be a thought-leader, if you're not, they won't come to you again.

If something comes up that you aren't sure how to answer, it's also ok to say - "That's a great question. I think I need a bit more time to respond. I'd like to come back to you on email with more detail on that topic, if that works for you."

When media inquiries arrive before all the facts are in, transparency is your compass. Acknowledge what you know, share your progress towards clarity, and be upfront about your quest for answers. Proactivity is your secret weapon – reach out to journalists, offer the fragments you have, and set clear expectations for when the full picture will emerge. Embrace incomplete information as an opportunity to showcase your openness and commitment to building strong media relationships. With these strategies in your arsenal, you'll navigate media inquiries with grace and keep your reputation shining bright, even when the details are still unfolding.

Je suis tout à fait d'accord avec l'importance de la cohérence et de la clarté dans les relations avec les médias. Éviter les contradictions et maintenir un message unifié renforce la crédibilité de l'organisation et facilite la compréhension pour les médias et leur public. Un langage simple, direct et surtout adapté, est essentiel pour garantir une transmission précise de l'information et éviter tout malentendu. La cohérence entre les messages transmis par différents membres de l'organisation renforce la confiance des médias et contribue à façonner une image positive et fiable. En restant cohérents et clairs, nous pouvons établir des relations plus solides avec les médias et minimiser les risques d'interprétations erronées.

A very unusual situation I went through was to invite a selected group of journalists for a product launch, but we couldn't reveal what it was. In this situation the strategy was select very close journalists and influencers, that already had trust in the relationship with PR team, and the company. It's obviously a very extreme example, but my point here is to state the need of clear and trustful relationship between media and PR people. This relation is not built in one occasion, but in a long term way.

Strategic Clarity in Uncertainty: Navigate media relations with incomplete information through strategic clarity. Openly acknowledge gaps, consistently communicate known details, and commit to timely updates. Prioritize transparency, addressing uncertainties confidently to build trust. In the flux, adopt a strategic approach, maintaining consistency and delivering clear, confident messages to reassure stakeholders.

It's a media relations rule to always be prepared and professional. No winging it or improvising at the last minute. Create a well-thought-out plan with distinct objectives, messaging, spokesman(s), and channels of communication. Remain composed and avoid panicking or losing your temper while the heat is on. Even if the questions are a little aggressive, respond to them with composure and assurance. Avoid being defensive or taking things personally. Recognise the function of the media and give them credit for their opinions and insights. You'll handle things with expertise and credibility as a media relations practitioner if you are organised and professional.

A thorough and dedicated preparation can make a big difference in how good or bad your media relations is. Decide about how much information you are going to share and stick to it. Do not get carried away by "off-record" conversations. If you are not prepared for any unexpected question/s, you can tell the journalist that you or your PR/Comms team will get back to them with the right response/information. Keep in mind that a journalist is always looking for stories and headlines. They write for their audience and not for your brand. It's okay to politely refuse or decline responding to any question that you are not comfortable with, as long as you do it respectfully.

Always be upfront with journalists when you lack complete information; honesty goes a long way. This principle extends beyond crises. If you can’t provide what they need, suggest alternatives that add value to their story. Focus on being factual as providing wrong or misleading information is not only unprofessional but also unethical. Remember the PR mantra: “always think like a journalist.” Would you like your brand to be misquoted in the first place? A good PR practitioner would always aim to protect a brand’s reputation while building trustful media relationships.

Professionalism and preparation are non-negotiable, especially when facing incomplete information. Preparedness breeds confidence, enabling a strategic response. Professionalism ensures credibility, vital for trust. Embrace uncertainty as a chance to showcase adaptability and transparency, reinforcing organizational resilience. This approach not only addresses immediate challenges but also cultivates a positive, enduring perception in the eyes of the media and the public.

Anticipate the questions you'll be asked - especially the curve balls, and what you really don't want to talk about - and be prepared with how you'll pivot away from those topics, or address them delicately. Things like, " I hear you on that, and it's an important topic. Today, what I can say is this..."

Je suis entièrement d'accord avec l'importance du respect et de la courtoisie dans les relations avec les médias. Considérer les médias comme des partenaires et des alliés plutôt que des adversaires favorise une collaboration constructive. En évitant les critiques et les insultes, on reconnaît l'importance de leur travail et de leurs efforts. Exprimer notre appréciation et notre gratitude pour leur couverture et leur soutien renforce les relations positives. Il est crucial de ne pas abuser ni exploiter cette relation, mais plutôt de la cultiver avec respect mutuel.

In media relations, respect and courtesy during information gaps are strategic and ethical. By acknowledging the media's role, you foster collaboration and fair reporting. Courtesy builds professionalism and a positive organizational image, showcasing transparency and commitment to accuracy. Treating journalists respectfully establishes goodwill, potentially turning them into allies. In the evolving media landscape, courtesy becomes a powerful tool for long-term relationship building and positive brand perception.

The PR professional relies on the journalist just as much as the journalist relies on the PR. It is ESSENTIAL to maintain a polite and cordial relationship, regardless of whether there is a crisis or not. Cultivate and strengthen this relationship during good times, not just in moments of crisis.

being respectful also means respecting the media's independence. Trying to control their narrative or exert undue influence can harm your relationship. Instead, provide them with accurate information and let them do their job.

In media relations, strategy wins every time. You don't compete in a bubble. There aren't participation trophies. You're up against those in your space, and those vying for coverage in the same media outlets you want to be in. Work in advance, be clear, and be strategic.

Being strategic and selective is extremely important, especially in a crisis. The responsibility of the media or press contact is not to fan the flames but to manage the situation so that the narrative is in favour of the organisation.

You must be strategic...I have been in similar situations and in being strategic I had to first pick what I did not know and separate from what I knew, then I got to know what the media knew and a careful but strategic mix of these determined lines of action. Having a reliable team to work with also helps in such situations as team members can get to work while you're trying to piece things together without falling into the trap of the media before you.

In media relations, a selective approach is needed. Not all media outlets will have the same impact on our objectives. Therefore, we need to select the media that is most suitable for our goals. This can be done through market research and observation, analyzing the readership or viewership demographics of the media.

Dig a well before you're thirsty. Control the flow of information. You must have a plan in place to manage crisis communications long before the crisis occurs. The plan must be accessible to the executive team and they must understand their role in its execution. Controlling the flow of information means determining who will speak on the company's behalf. It's typically best to have a singular source. With that in mind, it's vitally important to communicate pertinent information to staffers with the caveat that they should refer all media inquiries to the communications director or HR. You can't have team members speculating to the media.

While handling a crisis situation, the rule of thumb is that the 'media' is not your friend. You are on your own. Just being honest and transparent is mostly enough. In a situation that can snowball quickly, it is important to set expectations with the organisation before hand. There needs to be clear plan for how you will manage the situation and also anticipate anything untoward and have a plan to recover from it. While dealing with the media in a honest manner, it is also important to remember that you need to build confidence with your own team, spokesperson and the organisation.

Know your top line messaging by heart. You'll be able to provide your key messaging takeaways, even if you cannot provide all the answers to your interviewer's questions. It's also more than okay to let a media contact know that you will follow up with answers to their questions. Stick to your word and follow up. Don't be tempted to offer unfounded answers that haven't been vetted internally as a way to provide SOME answer to your contact. Be sure that any info provided to media is approved internally before sharing.

Anticipez les besoins en gérant les communications de crise avant qu'elles ne surviennent. Un plan solide doit être établi, accessible à l'équipe de direction qui doit comprendre son rôle lors de son exécution. Contrôler le flux d'informations implique de définir clairement qui sera le porte-parole de l'entreprise, idéalement une source unique. Il est essentiel de communiquer aux membres du personnel les informations pertinentes et de leur indiquer de rediriger toutes les demandes médiatiques vers le directeur des communications ou les ressources humaines. Demander aux membres de l'équipe de s'abstenir de spéculer auprès des médias est impératif.

We can provide journalists with right information without expecting that they will consider publishing it. But at the same time, with other branding activities, we can try to handle the situation.