I can’t help but laugh and then feel uncomfortable while watching the video of how a hospital public relations representative handled a television reporter in the San Francisco Bay area. This painful exchange reportedly took place at a public meeting at Laguna Honda Hospital and Rehabilitation Center.
For a little more than three minutes I sat with my jaw open as I watched communications director Marc Slavin follow reporter Dan Noyes around the room. This video is a prime example of how not to handle the media. The top three things you should never do:
- Never touch a camera! Cameras are extremely expensive pieces of equipment and photographers are sensitive about people grabbing or swatting at them. Plus, you’re actually assaulting someone and they have it on tape!
- Never keep touching a reporter after they ask you to stop. The same rules that we learned in kindergarten apply.
- Never get aggressive with a reporter. No matter how tense the situation, you must keep your cool and remember you are a professional.
- “No comment,” always implies guilt. The administrator needed some sort of prepared statement. Whether its, “This is the first I’m hearing of this, let me get back with you so that I can provide you more information,” or, “Our hospital adheres to high standards and our donation program is compliant with all State regulations.”
- Media training, media training, media training. A few hours of media training will prepare you for being broadsided by an investigative reporter, and handling tense situations in general.
- Treat people as they expect to be treated. Reporters, customers and the general public can be pushy and rude when they feel like they aren’t being heard or respected. Listen, validate and give a few moments of your time in order to save yourself from the long term stress of a formal complaint, lawsuit or worse yet - a YouTube video.
