Lights, Camera, Action!

June 2008
Enforcement Advisor, Volume I, Issue 5

"You know you're going to have a bad day," someone once said, "when you find a crew from 60 Minutes waiting in your office." No less traumatic would be, upon your arrival at work, prior to having your first cup of coffee, you stumble on some law enforcement or similar action taking place and a news reporter wanting an on-camera interview with you. During these stressful times, it is easy to lose control if you have not prepared in advance and have not developed an honest "script" to allow time to gather facts and information, project empathy for those adversely effected, and represent yourself and your company in the best light.

Long before the lights, microphones, cameras and reporters surround you is the time to develop a written media policy that clearly addresses who has the authority and training to represent company interests. This policy can also cover your outreach contacts, employee newsletter, awards program, etc.

1. Here are some suggestions for your media policy and training module:
   Always appear to be open and cooperative. It is never a good policy to make misrepresentations to the media. If you do not have an answer, say so and offer to get back to the representative.
2. Personalize your business and the civic commitments your company has made.
3. Develop media contacts and provide them with good stories. Invite the media to company functions.
4. Respond to media deadlines. It is important to share your viewpoint.
5. Try to avoid saying, "No comment." A better answer is," I would love to answer that, but I simply do not have all the facts available. May I get back to you?"
6. It is all right to say "I do not know" but be willing to do some follow-up.
7. If you have to address bad news, do it all at once.
8. At the right time, confess sins and repent, but not too often and only after adequate consultations.

PREPARE, PREPARE, PREPARE
The media will scrutinize your responses and provide stories from both a positive and negative persective. Positive responses will include a display of sincerity and compassion for the individuals involved in the incident. The media will often characterize an event as a David-Goliath situation and will invariably choose the underdog to represent most favorably. The media like risk takers, rugged individualists and idealists who appear open and accepting of responsibility.

 On the negative side, the media will adversely portray the powerful and wealthy, and conformists who have limited social conscience and who seemingly evade the issues at hand and cast blame on others.   

 In the context of an immigration worksite law enforcement operation, it is critical to blend the interests of the company with a sincere concern for the welfare of those undocumented workers apprehended at your place of employment. Keep in mind that everyone will have a story to tell, to the investigating agency and to potential prosecutors. Many people representing diverse points of view, interests and motivations, will review the totality of the record.  How you and other company representatives present your version of the story will either foster goodwill and understanding or further alienate those who have an interest in the outcome of the investigation.

 Disclaimer: This article is intended for general information and is not legal advice. Consult an attorney when crafting your individualized employment and media policies.