What to Say When the Media Calls After a Crisis

The moment your phone lights up with a reporter’s name after something’s gone sideways? Your stomach drops. Doesn’t matter if you run a nonprofit, a startup, or just work at a place caught in some mess, when the media calls, it can feel like a pop quiz you didn’t study for.

Here’s the truth: silence almost never helps and “no comment” usually makes you look guilty.

I’ve been on both sides of this. As a former TV journalist and now someone who does public affairs and crisis comms, I’ve watched folks completely fumble the first call from the press. I’ve also seen people handle it like pros. The difference? They were ready or at least knew how to sound like they were.

First thing to know: most reporters aren’t out to destroy you! They’re out to get the facts. If you don’t give them anything, they’ll find someone who will. And when that happens, you’ve lost the chance to shape your own story.

When they ask for a comment, don’t panic. All you have to do is lead with empathy. Even if your business didn’t cause the issue, acknowledge it. A simple “We’re aware of the situation and our first priority is the safety and well-being of everyone involved” goes a long way.

If I were you, I would just stick to facts only confirmed facts. Don’t speculate, don’t guess. Say: “We’re still looking into that, but here’s what we know right now.” That kind of honesty builds trust. Pew Research found that more than half of Americans still trust local news. So, if it’s your local reporter calling, that trust can work both ways.

And for the love of everything, drop the stiff corporate lingo. If you sound like a robot, people will think you're hiding something. Say, “We’re trying to get answers, and we’ll share what we learn,” not “We are currently evaluating the situation.” Come on.

Need more time? Ask for it. “Can I call you back in an hour once I verify a few things?” That’s way better than ducking the call. Nothing makes you look more guilty than “could not be reached for comment.”

Video or written statement? Depends on the situation. If it’s a minor thing, a short written response might be fine. But if it’s something major safety concerns, racism, harassment, etc. then a short video showing your face and some sincerity can do a lot to stop the bleeding.

Whatever you do, don’t lie. Don’t twist. Don’t try to spin. This ain’t Scandal. If you get caught, the damage to your credibility is way worse than the crisis itself.

If you’ve got a comms person or team, loop them in early. And if it’s just you? Write down your top 3 messages and practice saying them without reading. Think of them like a safety net. You’ll sound more clear and confident if you’ve rehearsed.

One more thing: how you treat reporters now determines how they treat you later. Philly’s media scene is small and they will remember who blew them off and who showed up.

At West & Crown, I help folks prep for exactly this. Because it’s not if the media calls. It’s when. A social media post, a bad Yelp review, a messy customer interaction. Any of it can turn into press.

So the next time a journalist calls? Don’t freak. Just grab your notes, take a breath and remember: calm, clear, honest.

That’s your play.