The media loves a good crisis. Bad news is ultimately good news for newspapers because it boosts sales. A crisis stimulates genuine public interest and reaches a wide audience, providing solid news flow and a long-running story. For a shrewd journalist quick to jump on the story, a good crisis can be career enhancing – particularly if that crisis concerns human failing or scandal.

Dealing with the media during a crisis is no easy task. Financial and corporate scandals can make their way from the business section onto the front page. Effective crisis management is essential to protect a good reputation and brand. There are a number of ways you can minimise damage during a crisis:

• Plan ahead. Forward-thinking organisations are starting to predict potential crisis situations well in advance. They can then either plan to minimise the effects, or try to prevent it happening altogether.

• Communicate. When dealing with a crisis a company should "come clean" and release all its bad news in one go. This ensures that the story dies and that other bad news is not exposed later as a cover up. The company should always be first to comment on the situation, conveying accurate messages and dismissing false accusations. The company should remain in constant communication with the media throughout the crisis.

• Clarify your agenda. During a crisis, the media may demand information that a company does not even have. It is crucial that the company has defined its key messages and the agenda it wishes to pursue. Talking to the press without a clear agenda puts reputations at risk. Companies should prepare and plan for difficult questions – and know how to communicate their own message. The company must also offer reassurance, telling the media what it is doing to fix the problem and help those affected by it.

• Avoid placing blame. A company should never talk about cause or fault. It should not comment on why a crisis has happened and who is responsible until the investigation has been completed.

• Never lie. It will come back to bite you. Never speculate. A company should state facts backed up with hard evidence – if it speculates there is a risk of causing even more damage. Never refuse to comment – this implies that you are guilty or are hiding something.

To find out more about dealing with the media in a crisis visit www.bladonmore.com