Lessons from Tragedy

Just when I was ready to talk about Don Imus, Alberto Gonzales and more... the nation's worst school shooting occurs.

These events sadden us, numb us, cripple us and shake up our routines. Some media coaches will tell you it's a matter of when, not if, an act ofviolence will occur at your school or workplace.

Today on "Mornings with Lorri & Friends," one of our guests was Al Meredith, Pastor of Wedgwood Baptist Church in Fort Worth, Texas. Al had just returned from burying his mother in 1999 when a gunmen entered the foyer of the church and began shooting. A short time later, eight were dead, including the shooter, and seven more were injured. Pastor Meredith has since been regarded as a resource to the news media because, instinctively, he did everything right in a crisis. He made himself available to the media at any hour requested. He spoke in colorful soundbites. He is an intelligent, articulate preacher and that came across in his replies.

Today he gave advice to those in Virgnia regarding the media. He said, "You can't avoid the media. They are there to do a job. They're not the enemy."

In light of this crisis, it's great to remind you to have a MEDIA CRISIS PLAN.

Also, be ready to address basic questions:

1. What happened? (Reporters know or they wouldn't be there, but they want to hear it in your words)
2. Where did security go wrong? Could this have been prevented?
3. How bad is the situation?
4. What's happening now?
5. What happens next?
6. How are you going to prevent this situation from happening again?
7. What are you going to do for victims and/or their families?

None of us wants a crisis to happen. But when one does, you will not regret time spent in preparation, drills and discussion.