WHAT'S A SOUNDBITE?
by Janine Reid
'I did not inhale.'
'I am not a crook.'
'Yeah, we've had fatalities before, but this is a dangerous business.'
'No comment.'
Soundbites are short, snappy statements that reporters love to use in their stories. If you've just had an accident and are unprepared to work with the media, your story may be peppered with uncomplimentary-in many cases, downright embarrassing-soundbites. What can you do? First, understand how reporters do their job and how you can help them tell your story.
Times have changed
In 1968, a soundbite lasted roughly 48 seconds. Today, it's down to 7.3 seconds (20 to 25 words). The reason: 'turbo news.' The increasing speed of communications has caused a demand to get news out fast. As a result, it's important to learn how to position your company when time is not on your side. Here are ideas on how you can accomplish that:
Step One. Select a company spokesperson and train him or her now. Waiting until bad news hits the fan will produce undesirable results.
Step Two. Should an accident occur and a reporter shows up, train the most senior onsite person to deliver a 'buy-time' statement. Here's an example: 'My name is John Smith and I'm the superintendent for XYZ Construction Co. At approximately [time] we experienced a [description]. We're investigating the situation, but don't have any verifiable information at this time. I'm sure you understand that we're very busy trying to deal with the situation and gather as much information as possible. Please remain in the safety area and either [spokesperson] or I will return in 30 minutes and share any additional information that can be verified.'
Step Three. Say you've bought 30 minutes of time to get your act together. Organize your statement and stick to an agenda. Do not wander from that agenda. Keep your key points in mind and repeat them ad nauseam. When the reporter starts asking you questions, keep your answers short and to the point. Here are some questions to be prepared for, with recommended responses:
What caused the accident?
Recommended response: The cause is not known at this time. The investigation is continuing and we're working closely with the authorities to find out what happened.
How many, and who, were injured/killed?
Recommended response: At this time, we can confirm _____. I'm sure you'll understand that we cannot release any names until the families have been notified.
What's the estimated damage in dollars?
Recommended response: We don't have an estimate at this time. Estimates will be addressed at a future time.
Have you had any accidents in the past? What's your safety record?
Recommended response: Right now, all our resources are directed toward taking care of this incident. I'll be happy to address those questions at a later time.
Can we come onsite and take pictures?
Recommended response: We need to secure the site first. We'll keep you informed of our progress.
Be a reductionist
Long-winded answers beg for misinterpretation. Why take a chance? Instead, reduce them to short and snappy soundbites. Think USA TODAY versus The Wall Street Journal, and you might get some of your soundbites printed.
Janine Reid, of the Janine Reid Group, Inc., Denver, CO, specializes in crisis-management planning, simulations, and media training for the construction industry. She's the author of What to Do When the Sky Starts Falling and the soon-to-be-released Crisis Management Planning and Media Relations. She can be reached at (303) 322-3211.