Virgil Scudder tackles crisis tactics

Communication World, Feb, 1997 by Stephanie Smith, Kim Hunter

During the IABC international conference, to be held July 8-11, 1997, at the Century Plaza Hotel and Tower in Los Angeles, participants interested in the effect their words can have on others will have ample opportunity to have their questions and concerns addressed.

In his three-hour seminar, international media trainer, Virgil Scudder, of New York City, will show participants how to handle communication with the media during a crisis - especially during the first few hours, which can be the most critical.

"The most important thing is the way you react," said Scudder. "Your actions in the first few minutes and hours will determine how the coverage of the client and the crisis goes and whether you are perceived as good guys who had an accident or bad guys."

During his seminar, titled "No Place to Hide," Scudder will explore the strategic aspects of communicating as well as some basic "dos and don'ts." Scudder stresses the idea of not hiding behind words, but being proactive during a media interview about a crisis.

Among the topics he will discuss are: Who speaks and says what during a crisis, how to be prepared for anything and how to control the interview process.

"Before the crisis, it is important to build good will and good relations on a daily basis," said Scudder. "The way you are treated in a crisis, by the media and the public, will be determined in part by what they think of you at the beginning of the crisis situation."

Scudder's media training expertise enables his clients to clearly communicate their messages during a crisis. Companies experiencing crises need to know how to communicate precisely to present an accurate perception to the public.

"What is said determines what is perceived, and people base actions on perceptions," Scudder said. "If what is said is not what is intended, people will not gain a proper perception of what the companies in crisis are dealing with."

Having been on both sides of the journalism table, Scudder is well acquainted with what governs the public's perception of a crisis. Scudder's experience with the media runs the gamut from a 20-year television and radio career to his position as senior vice president at two major public relations corporations, Carl Byoir & Associates and Hill & Knowlton. He also was president of MediaCom, a leading communication training company. He now has his own international media training and crisis communication firm. Scudder regards his experience as a media member as, "Invaluable...you simply know more of how they will treat the story if you've done a story yourself."

Once a communicator or company reaches a crisis situation, Scudder advises him or her to formulate a check list. This includes being ready to address what happened, where the system failed, your immediate response and what the current situation is. In addition, communicators should be ready to offer a long-term response on how they are meeting their public obligation.

"Take the perspective of the people who are out there," said Scudder on dealing with the public during a crisis. "Be candid, be truthful and give people what they want to know.

"If you are in a situation, for instance, where you have an emissions problem from a plant, the first thing you should be ready to address is whether or not there is any danger to the public. That is point number one."

Among the clients he has helped "rescue" out of crises are: the American Red Cross, the Apple Industry, the U.S. Air Force, real estate developers and a host of others. He has offered his expertise in many crisis situations, including contaminated blood supplies, airplane crash hearings, toxic waste and rain forest issues. Scudder teaches his clients that preparation is one of the most vital ways to emerge from a crisis unscathed.

"During any situation, the key to success is preparation," said Scudder. "That preparation entails what you want to accomplish in the interview. It entails being proactive rather than reactive, analyzing the situation that you face - first in terms of topic, second in what medium you are dealing."

According to Scudder, a communicator can heighten his or her effectiveness armed with knowledge about how the media works.

"There are two things you should not assume on the part of any journalist," said Scudder. "Knowledge and perspective.

"Do not assume they know the facts. Tell them the facts. And if they know the facts, do not assume they know what the facts add up to."

It is essential that a communicator deal candidly and honestly with the media, according to Scudder.

"One of the problems is that a company will not want to tell everything it should tell," said Scudder. "That is a very bad mistake. Now the public begins to wonder what else is out there, what else is being hidden. All they know is that they can't trust the company."

Scudder's seminar will teach the importance of clear communication when dealing with the media.

"I see people who are often very negative about the media," said Scudder. "And to turn them around to be very effective communicators, getting favorable coverage - that's the real kick. I like to see the people I teach do well."