Talking points are not speeches. They are nuggets of key ideas that have been thought through and put into easy-to-understand language. They can be tailored to fit any mode of communication, from structured interviews to casual conversations. Preparing and practicing your talking points in advance will ensure your words flow more naturally and persuasively, providing greater reassurance in times of crisis.

There is nothing quite like the high pressure of engaging with media outlets that are chasing a big crisis news story. When determining whether to talk to the media, it’s important to be deliberate and exact with your steps. There will be times when engaging with news agencies will be important to reach stakeholders and maintain credibility, while other times, it may be wiser to stay out of the limelight. One central question should guide your decision on whether to talk to the media: What’s the benefit?

If you answer “yes” to at least two of these three questions, then it’s likely that your head spokesperson will need to engage with the media and speak truthfully about the situation at hand:

Will doing a media interview extend reach?

In some crisis situations, a media interview will reach a broad public audience you may not be able to reach otherwise. A gas leak, fire or something that could immediately impact the surrounding community would be an example. 

Having a voice in initial coverage will ensure that facts are being communicated as accurately as possible to important audiences, like students’ families, and will signal the commitment and character of the library. 

Will doing a media interview demonstrate the library’s value?

Demonstrating value to the public starts with a strong spokesperson. Without one, speaking out can backfire and an opportunity to show the library’s humanity can turn into an awkward, defensive public response. 

Messages about the emotional components of the crisis and its impact are best delivered verbally so that people can sense the feelings being experienced. Issuing only a written statement or saying nothing at all could convey the wrong message.

Speaking publicly can show steady leadership and transparency—it can demonstrate that you’re living the institution’s creed at a difficult time.

Will doing a media interview minimize negativity?

If you don’t have a clear assessment of the crisis, responding too quickly is a surefire way to perpetuate misinformation and appear as if you don’t have control of the situation. However, there are many times when a quick explanation of the facts to a respected news organization can prevent a negative story. 

Sometimes, a story lasts longer than just a few hours. Often a new perspective or deeper analysis of the facts can be important to share if the narrative has shifted in a negative direction. Bringing new information to the right news sources and engaging in conversation on the facts can drive a shift in perception. There can be strength and credibility in having an outside entity publish information. 

The bottom line is to let integrity be your guide. Being open, honest and quick to respond is important, but there may be times when answering these questions warrant a response that is more reserved. Stick to your core values—no matter how you respond—and be firm in your commitment to that response.