Do’s and Dont’s: Quick reference - Paris Lodron Universität Salzburg

Collect information (Facts, Facts, Facts)
Have a single center of information to prevent inconsistencies in giving information
For unknowns, say that every effort is made to find out and make sure this is true
Give journalists a time when you will next inform them and stick to this time, even if there is not much new
Express your emotions as a human being close to a disaster
Ask for expert´s help if you are in serious troubleUse the crisis response plan of your institution if one is available

Panic
Refuse to give an interview
Inform individual persons instead of everybody concerned
Give information unless you are the spokesperson, refer everybody to the central information center
Give the impression of hiding something
Try to pin blame on somebody
Speculate, assume, suggest, hypothesize

Be yourself, be authentic (natural body language)
Be calm and confident
Be clear and precise
Keep your sentences short and simple
One message per sentence
Include a take home message (key statement)
Make clear what you are expert about
Have a few key phrases prepared in your head
Mention both risks and benefits (if both exist) and compare risks to other risks, use examples / pictures people can relate to
Unless you are, make it clear that you are not a spokesperson for a company but a neutral and competent scientist with no vested interests

Don’t talk too fast
Don’t get offended or take questions / implications personal, stay calm if provoked
Don’t use technical terms (if you have to, explain them)
Don’t sound evasive
Don’t be afraid to say “I don’t know” / “Science does not know”
Don’t give a complete scientific lecture and don’t drift from the point
Don’t talk in a way that seems strictly rehearsed
Don’t be rigid but also don’t gesticulate wildly
Don’t be offended if you do not find your quotes in their full length or if they are completely out of context
Don’t play a role you don’t like to play or you don’t master – it shows!