Update your media policy before a crisis strikes!  

Some years ago, while defending a client being aggressively pursued by a CBS News 60 Minutes producer, I realized how essential the organization’s social media policy was to my efforts. The producer was reaching out to current employees based on LinkedIn profiles. We quickly refreshed and redistributed the organization’s media policy which included deferring questions from the news media to the company’s authorized spokespersons.

It helped turn our client into a harder target for the producer to penetrate. Eventually we got the story killed, and the team I led won a PRSA Radiance Award for crisis communications. Having a well-crafted corporate policy on media engagement supports consistent messaging, helps protect the reputation of the company, and fosters responsible and transparent communication. Here are some best practices I’ve learned in helping employers and clients rewrite and improve their media policies:

1. Understand the landscape: Before drafting a media policy, it is essential to analyze the dynamic media landscape and its impact on your organization. Consider the industry norms, potential risks, and legal implications associated with media engagement. Take a closer look at your company’s employees’ social media habits for sharing content about their employer. By gaining a comprehensive understanding of the media environment, you can tailor your policy to address specific concerns and set realistic expectations for employee behavior.
2. Define your organization’s objectives: Clearly outline your organization’s objectives for media interaction. How should your corporate values be reflected in the voice of your organization? Identifying your goals will help strike the right balance between employee freedom and organizational control. Ensure that the policy aligns with your company’s values, culture, and strategic vision.
3. Specify roles and responsibilities: Delineate the roles and responsibilities of employees when it comes to media engagement. Designate official spokespersons who will handle inquiries from the press ensuring a consistent and controlled message. Define the extent to which employees can interact with the media and outline any necessary protocols for seeking approval or guidance from relevant departments before engaging with journalists or posting on social media.
4. Encourage responsible social media usage: As social media platforms continue to shape public discourse, it is crucial to address employee conduct on these channels. Establish guidelines on appropriate social media usage, including responsible sharing of company information, respecting confidentiality, and adhering to copyright and intellectual property laws. Encourage employees to identify themselves as individuals and disclaim any official representation of the company unless authorized. Again, ensure your policy offers guidelines that increase the likelihood spokespersons and employees share content that reflects corporate and brand values.
5. Monitor traditional and social media channels: You probably already monitor all traditional and social media channels for content about your company. Pay special attention to the people quoted. Working within your organization’s politics and chains of command, immediately reach out to any non-authorized spokespersons quoted to remind them of corporate policy and include their leaders in the communication. This type of monitoring is critical to holding all organizational members accountable for knowing and complying with the policy.
6. Provide media training and education: Equip employees with the necessary skills to navigate media interactions effectively. Offer media training sessions or resources to educate them about best practices for engaging with journalists, understanding interview techniques, and maintaining composure under pressure, especially those who answer phones for your organization. Education empowers employees to act as informed ambassadors, minimizing the risk of miscommunication or reputation damage.
7. Address conflicts of interest: Identify and address potential conflicts of interest when employees engage with the media. Clearly articulate guidelines for discussing company matters, competitors, or industry-related topics, ensuring employees are mindful of their responsibility to protect the organization’s interests. Encourage transparency by requiring employees to disclose any financial or personal relationships that may influence their commentary.
8. Regularly review and update the policy: The media landscape is constantly evolving, and your policy should adapt accordingly. Conduct annual reviews of your policy to ensure its relevance, effectiveness, and compliance with changing regulations. Solicit feedback from employees, legal advisors, and communications professionals to make necessary updates and improvements.
9. Work with HR to ensure all employees review it:  A policy that no one knows can’t help anyone. Work with HR leaders to ensure that all new hires learn the policy. Make certain that all current employees review the policy annually. Get the policy included in the employee handbook and make violating the policy grounds for termination.

In the end, crafting a comprehensive corporate policy on media engagement provides a framework for employees to navigate the complexities of traditional news media and social media platforms responsibly and in ways that reflect your organization’s core values. By clearly defining roles, responsibilities, and guidelines, you can do much to protect your organization’s reputation, align messaging, and empower employees to communicate effectively while upholding the company’s values. And, it can help strengthen your employees as an important line of defense in case of a crisis.