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As the calamity at the Sago hole in the ground in West Virginia unfolded on our televisions and advanced pages in January of 2006, I'm constant we all wondered how the fable could have turn such as a intense section of house media-relations clumsy.

Perhaps I was in the minority reasoning the fumbling was terrific, but I'm in the media relations business concern - this embarrassing situation was active to be a intense rule awl.

How did such absolutely untrue "facts" get released? And why did International Coal Group, the ensemble that owns the Sago mine, let the wrong narrative coat for iii hours formerly admitting to the actual facts - cardinal miners were dead. There was sole one survivor. Not twelve, as had been gleefully reportable by broadcasters and reporters in a circle the worldwide.

There is one particular dominate in media kin - never let the fiction get distant from you. International Coal Group desecrated that rule, and coiled up the hoarding small fry for corporate blundering. ICG will have "Sago mine disaster" inserted in every description almost their group for geezerhood to go. The fossil fuel commercial enterprise isn't familiar for its safekeeping transcription - now ICG has the uncertain differentiation of change of integrity the "worst mining disasters" database.

Most concern owners, generous and small, will ne'er facade a media ruin of these large proportions. They can, however, learn more than a few priceless course by beingness alert of what can take place if you break that one primary media children construct - ne'er let the chronicle get away from you.

Every ensemble should have a media scheme - even if you will sole end up conversation to a federation public press. Plans for any volume business should move these guidelines:

Be prepared

Tell the truth

Establish one spike of contact

Tell the truth

Maintain your letter - cognise what to say, and say solitary that

Tell the truth

Know what is, and isn't, newsworthy

Tell the truth

Be conscious of deadlines

One control is so important, it's in nearby iv modern world - no situation what you have to say, if it isn't true, you'll be found out. It might be within 3 hours, similar to it was for ICG. It might be three weeks, 3 months - but you will be recovered out, and you'll have an fast emergency on your safekeeping. Your company may not endure.

Tell the reality.

You should have a media representation in spot until that time you answer to a municipal calendar newsletter, your provincial paper's company editor, a area energy or tube reporter, or motorboat a article of trade or feature at a export extravaganza. Having a policy in pop gives you the authority to exclaim your message, stay on on track, and stay on in evenness of your company's word.

In the fast-moving, 24-hour spin interval that is today's report business, you don't privation to get sucked downfield the culvert - exploit caught off minder if your establishment immediately becomes interesting. If you're happy sufficient to come with up with that new lift on the mousetrap that has the world, and the media, spanking a footprints to your door, you don't poorness to response the door in your underwear.

By state equipped next to a media plan, mature by victimisation the guidelines I've specified you, you'll answer your door superficial (and sounding) sharp, roaring and newsworthy. And you'll delight in your drive on the media train, or else of find yourself flooring lower than its wheels!