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Beyond the Bite

The Official Blog of the Florida Dental Association

Tag: Moore Communications Group

What to Do When a Crisis Happens

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By Moore Communications Group

Developing a Crisis Communications Protocol for Your Practice

What is a crisis? In the context of crisis communications, a crisis is an incident or issue that can challenge the public reputation of an individual or organization.

As the role of a health care professional heavily relies on trust, it is crucial to have a crisis communications protocol to guide you in addressing a potential crisis situation or issue.
Developing this protocol in advance will help you act more quickly and effectively.

Moore Communications Group has developed a checklist to help you prepare a crisis communications process for your practice, including social media protocols and communicating
with the media.   ​

Click here to access this crisis communications protocol checklist.

What to do When the Media Calls

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By Moore Communications Group

Media attention is a valuable tool to garner free publicity and allow you to deliver your message to a large audience. However, an unexpected phone call from a reporter asking for a statement or an interview can be nerve-wracking. Don’t let it be — always look at a media request as an opportunity. So, what do you do when the media calls?

Here are five quick tips on handling a media call:

1. Be courteous.

Don’t view reporters as the enemy. Most are simply trying to do their job, get the story and package it for distribution. Always be professional and polite as every media call presents an opportunity to tell your story.

2. Be sure what you say is accurate.

If you are unsure of how to answer a question, it’s OK to say “I don’t know, but I’ll make sure I get you that information. What is your deadline?” Don’t rush to say the first thing that comes to your mind if you are caught off guard. Wrong information is more harmful than providing no information.

3. Be mindful if you’re the right person to respond.

If you’re uncomfortable providing a statement, we encourage you to reach out to the FDA for further assistance. The FDA along with its communications agency, Moore Communications Group, is happy to be a resource to both you and the inquiring media outlet. Simply ask for the reporter’s information, the deadline and let them know someone will be in touch with them shortly.

4. Be cognizant of deadlines.

Remember that media is often working on stories that will air or print within 24-48 hours of the request. If you do refer them to the FDA, don’t wait to pass along the information. Do so immediately so we can take advantage of the opportunity and respond within the deadline.

5. Use the FDA as your media resource.

The FDA and Moore Communications Group are here to serve as a resource whenever the media calls. Whether it’s coordinating a statement or helping you prepare for an interview, we are happy to help you deliver the best message possible.​

Remember, a request or call from a media outlet is a great thing! Above all, it’s an opportunity to share our message with the world around us. If you need assistance with a media request, please contact the FDA Director of Communications Jill Runyan at 850.350.7113 or jrunyan@floridadental.org.