How should you respond to a media inquiry or crisis communications situation?

• A. Redirect to the designated spokesperson or communications team; do not speak on behalf of the organization; share approved statements.
• B. Answer immediately with your own statement.
• C. Ignore the inquiry.
• D. Direct them to social media.

Answer: (A)

In crisis communications, the priority is to control the message by routing media questions to the designated spokesperson or communications team and using only pre-approved statements. This approach ensures information is accurate, consistent, and aligned with the organization’s position, while reducing the risk of unverified details slipping out. It also makes it easier to coordinate with legal, risk, and operations teams to provide timely, responsible updates.

Speaking off the cuff or sharing unreleased information can mislead the public or create legal exposure, which is why immediate self-response or uncoordinated replies are risky. Ignoring the inquiry or directing the press to social media outlets can leave questions unanswered or spread incomplete information. By funneling inquiries through the approved channel and statements, the organization maintains credibility and control over the narrative.