First you have to ask some questions. Who is the inquirer? What is their affiliation? What is their deadline?

Find the process expert for whatever is at the core of the question. If it’s a medical question ask your doctor. If it’s a structural question ask your engineer. If it’s a legal concern ask your attorney.

You can’t respond without facts. This is no time for opinions. Remember, “Everyone has a right to their opinions. But, no one has a right to be wrong in their facts.”

The nature of the original question will dictate how much time you have to respond. Just as you learn in media training, you’re not in an interview to answer the journalist’s questions. You’re there to deliver your messages.

If people are at risk, you need information immediately. This is not generally the case. In any event the process is the same although the timeline may, of necessity, be condensed.

The rule of three has many applications in the world of communications.

Have three key messages.
Give three reasons.
Respond to three questions.

In this instance the three questions are:

1) What happened?
2) What are you doing to fix it?
3) What are you doing to make sure it doesn’t happen again?

Before proceeding we need to get clear on the definitions of some key words. Note the definitions in italics are preferred. Source: Encarta Dictionary

Spin, spin doc·tor or spin·mei·ster n

1. Someone whose job is to present the actions of a person or organization in the best possible light, especially via the news media .
2. Selectively presenting facts and quotes that support one’s position (cherry picking)
3. Non-denial denial
4. Phrasing in a way that assumes unproven truths
5. Euphemisms to disguise or promote one’s agenda
6. “Burying bad news”: announcing one popular thing at the same time as several unpopular things, hoping that the media will focus on the popular ones.

o·pin·ion n

1. the view somebody takes about a certain issue, especially when it is based solely on personal judgment

fact n

1. something that can be shown to be true, to exist, or to have happened
2. the truth or actual existence of something, as opposed to the supposition of something or a belief about something
3. a piece of information such as a statistic or a statement of the truth

point of view n

1. somebody’s particular way of thinking about or approaching a subject, as shaped by his or her own character, experience, mindset, and history
2. somebody’s personal opinion on a subject

The Response Process

1. Understand the question. This may seem obvious - It’s not. The question is likely to be framed in a pejorative way. Your job is to rephrase the question objectively. This is the difference between Issue Management and Spin Control. (see definitions above)

2. Review the relevant facts. Facts, not opinions. (see definitions above) You need ‘process experts’ to do this effectively.

3. Determine your alternatives. This calls for experience. As much as possible. From as many POV’s as possible. (see definitions above)

4. Prioritize your tactics. Time to be logical, realistic and thorough.

5. Take action. Often the hardest thing to get people to do in a timely way. Delaying action often increases the pain and duration. When communicating we will not be “spin doctors.” (see definitions above) Our job is to provide people with simple, factual information to allow them to make an informed decision.

6. Evaluate your results and adjust as appropriate. A wise boss of mine once said, “I expect you to make mistakes. If you don’t make mistakes you’re not doing enough. Just don’t make the same mistake twice.”