Let's start this whole process off with the ends in mind, what are our goals? If there is a crisis, we're going to have to speak to the media? What are our actual goals that we want to accomplish? For starters, the first thing you want is to look comfortable, confident to reassure people, to give people the sense that you're being honest and straightforward. That isn't just a function of your words. It's how you look and how you sound.
And yes, you do need someone who's going to be in front of the cameras during a major crisis. The second goal is you need a very coherent message, you need a three part message that tells people exactly what you want them to know about this missing airplane, this airplane that's gone down this crash this disaster, you've got to really summarize a crisp, focused message something you can say in 30 seconds, three points. And this message will change at different points. I mean, what happens 10 minutes after a plane goes down what your messages then is different from what it will be a day later versus a week later versus a month later your messages change. But the format of how you create a message and the fact that you need a message that doesn't change, that's remarkably consistent. The third thing we're after this whole process is the ability to answer questions in a way that is responsive to the media, but isn't just totally reactive to them the whole time that allows you to bridge back to your core messages.
You've got to explain to people, this is what happened. This is how we're working with the authorities to investigate what happened. This is how we are working hard to put the fire out. Let people know exactly what it is you're doing. Don't just react to the questions. The fourth goal, the final goal of any media encounter you have during a crisis is you want to have the ability to know in advance of the story running, or the TV broadcast airing, what quotes are going to be used out of your statement in the interview or the press conference.
So it's not enough to have a message. It's not enough to deliver the message you need to plan, how to control the exact quotes that you want to see pulled out of your interview out of your press conference, and put into the wire services, on websites and on edited TV and radio broadcasts. So it's that level of control. It's not about dodging tough questions. It's not about just looking comfortable. It's not about controlling the interview.
It's not about making the reporters like you all completely worthless concepts. It's about you getting the exact message and the exact quote you want in the story as it relates to this crisis right now. So that's what we're going to try to do That's what we will do. If you follow the lessons outlined in this course. Let's hop in