There are many things that can go wrong when you deal with the media, especially in the aftermath of an incident that has placed your company in a negative light. How would you handle an interview if news has just broken that:

• An employee has been injured or killed on your site

• You were the subject of a hostile takeover

• An employee is accusing a manager of sexual harassment or racial discrimination

• You were served with a big regulatory fine

• A spill of hazardous materials is threatening the environment

• Neighbors are fed up with noise, dust, or traffic from your facility

Almost everyone who has been interviewed in such a situation can tell a horror story. They were ambushed, misquoted, misinterpreted, or taken out of context. There are a lot of things that you should do and say in times of crises. Here let's concentrate on the four things you should avoid doing at all costs.

Fatal Fiasco #1: Saying "No Comment"

The initial impulse of many people is to blurt out these two words. They think that the reporter will just give up and go away. In fact, reporters tell me they translate "No comment" into "Guilty as charged." It simply convinces them there is something that needs to be investigated more thoroughly.

Does this mean you must always answer a reporter's questions? No. There are a number of good reasons why you should not do so:

• matters in litigation

• causes of accidents when the investigation is not complete (which amounts to speculating)

• matters outside your areas of expertise and knowledge

What you should do is say, "I'm sorry, but I simply cannot answer that question because _________" and give the reason. Then go on to tell the reporter something you can share that will give them information they can use for a story (preferably one of your positive key messages).

Fatal Fiasco #2: Lying

All decent media relationships are based on mutual trust and respect. If you are ever tempted to lie to a reporter, stop and consider the consequences. The temporary avoidance of immediate pain is not worth losing your most important asset, your credibility. If you lie even one time, you will never be considered trustworthy. The negative impression will affect not only the current story, but all future encounters. Remember, too, that reporters talk among themselves.

Authors note:The founder of JCH Enterprises, Judy Hoffman, understands being on the “hot seat.” For more than 16 years, she was the Manager of Public Affairs and the media spokesperson for a chemical manufacturing company in New York State. The company made a chemical with an objectionable odor noticeable to the human nose at extremely low levels.

For the other two fiascos, go to 4hoteliers.com.