Does your company have an internal communications program that includes training your employees on your corporate policies for the media and the public? If you thought such a plan wasn’t necessary, you are probably not aware of how often your employees unknowingly come in contact with a representative of the media while on official company business. The only way to be truly prepared is to have a media communications plan that outlines these policies for all of your employees. A crisis is not the time to develop new media communication strategies!

The following is a list of suggestions for educating your employees on how to be good ambassadors for your company.

Always plan as if an encounter with the media could happen. It is not un-common for one of your employees to be contacted by reporters for follow-up stories, additional company information, or a new product launch. Make sure all of your employees understand your corporate media policies and how to handle an inquiry from a member of the press.

Educate your employees on your company's policies. Ideally only trained staff should speak as a representative of the company. You cannot prevent your employees from expressing their opinion, but it is important during an interview, both your employees and the media understand the employee is not speaking as a representative of the company.

Do your homework – never respond to the media inquiry until you have all the facts. In the event you have not had time to research the incident, simply state “we are still gathering information/facts and will respond as soon as possible.” Make sure if you tell a reporter you will respond—then do so. Your company does not need negative press that might arise from being unresponsive.

Wear company attire appropriately. It is important that you have company policies outlining the wearing of company attire. Your company’s public image depends on your employees conducting themselves professionally and courteously in public. Remind your employees when they are wearing company clothing, they represent the company, and may unknowingly solicit media attention.

Avoid canned responses. Avoid statements like “our company policy does not allow.” This again makes your company look unresponsive, and uncooperative. Try to craft a response to compliment the situation, only using “canned” responses when absolutely necessary.

Never threaten a media agency. If you feel your company has been miss-represented, gather the facts and respond to that agency in writing. Making unsubstantiated threats will only worsen your company’s image and public position.

Be careful with electronic communications. Frequently remind employees that all e-mails, text messages, blog posts, faxes, letters, reports, and memos are the property of the company. Extra care should be taken to ensure company documents are not accidently sent to the wrong person.

Never discuss sensitive company information in public. You never know who might be within listening distance of your conversation. Always remember what you say in public could end up in the press.

It is important that your employees are prepared and informed about communicating with the media regarding your company. Providing regular training on corporate policies should be a key component of your internal communications program and will result in higher moral, reduced employee turnover and a stronger public image for your company.

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Janet Boulter is business advisor/Reconstructor with Center Consulting Group. Services include: consulting, keynote speeches, and seminars. For more information, please contact Janet at (303) 368-9954 or e-mail at: jboulter@centerconsultgroup.com.