By

Kara Lamb

Program Manager and Senior Advisor, Climate Democracy Initiative

It’s a common misconception: individuals and organizations think “media” is something that happens to someone else. It isn’t true. Media can happen to anyone, anywhere, at any time. The trick is to be ready for it.

Media can look like different things. It ranges from word of mouth such as your neighbor leaning over the fence and asking if your company supports a local ordinance to a blogger grabbing your attention as you step off the podium after a panel presentation. More formally, it can be the cold call an intern receives from an investigative reporter wondering why your organization’s services led to a certain kind of outcome.

So, how to prepare? At the Climate Democracy Initiative, we’ve been asking ourselves similar questions. Although we are only a few years old, we’ve already garnered media attention where our Executive Director was asked casual questions by a reporter, or our programs and staff were featured in social media after a large event. Here’s what we think works to help turn an unplanned moment into an opportunity of positive storytelling.

Key Messages

Plan ahead with three Key Messages. Key Messages are the anchor of identity. They highlight the who, what, and why of an organization. They are the staples of most public-facing communications, standard yet always available for revisioning, as necessary. Three short and pithy statements addressing common questions are also easy answers to remember by staff and reporters alike. 

If an organization can distill its mission into three short sentences about who they are, what they do, and why they do it, and share the statements widely with all staff, answering an unexpected question becomes much easier.

Practice What You Preach

It’s cliche because it works. When we practice a thing repeatedly, it becomes habit. Once your organization identifies its three key messages, practice them. Individuals can recite the key messages on their own, or as an organization, you can develop some fun routines that make learning the messages part of the office’s every day.

Stop one another in the hallway and ask, “What do you do?” Have an icebreaker before an All-Hands meeting and ask one another, “Why do you perform this function?” Challenge one another on phone calls by pressing, “Who are you?”

Remember: it is important that everyone on staff be privy to the key messages and practices them. From the grocery store to Facebook, every employee has an opportunity to talk about your organization and be a spokesperson, whether they know it or not. Make sure they’re practiced and ready to do it.

Stay on Message

It sounds easy, but sticking to the messages is sometimes the hardest part. A good friend who posts to Substack might push you to answer a challenging question about your mission space. Stick to those key messages. You can even repeat them instead of being led down a rabbit hole of over or unnecessary explanation.

Also remember that it is okay to say “I don’t know. I’ll have to get back to you.” Then, take the time to return to your office, research, and prepare how you wish to answer the question. 

When deadlines or other pressures do not allow for the “I don’t know” option, use a bridge to bring the discussion back to the key message. Bridges acknowledge and validate the person asking the question, but give you the opportunity to tell your story your way. 

Common Bridges

Use phrases like: “I hear you, also…”, “I know people are asking, but…” “Actually…”, “Yes, and…”

Then follow up with one of the key messages. 

It becomes easier the more often you do it. 

Summary

• Plan ahead with your Key Messages and share them throughout your organization. 
• Practice them at every level so your whole team is prepared. 
• Do not stray from the script. Bridge back to it whenever necessary.

Keep your focus. Say what you planned to say. Tell your story your way. 

With these tips, unplanned media becomes a success.