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Pictured at the Mastering the Mic media communications event organised by Shannon Chamber (from left): Aisling Ryan, manager, Shannon Chamber Skillnet; Helen Downes, CEO, Shannon Chamber; David Keating, Group COO, Ei Electronics; Ann-Marie O’Sullivan, founder and CEO, Siobhán Howe, senior client director and Clara O’Mahoney, client manager, AM O’Sullivan PR.

Clear messaging, effective spokespeople, and an understanding of audiences are essential when communicating publicly on company issues.

That was among the key messages delivered at a media relations and crisis communications session organised by Shannon Chamber. The session, which was delivered by AM O’Sullivan PR and hosted in EI Electronics’ Centre of Excellence in Shannon, equipped attendees with practical insights into how businesses can communicate more effectively with the media, build public confidence and manage difficult situations.

Presenters AM O’Sullivan PR’s founder and CEO, Ann-Marie O’Sullivan, Siobhán Howe, senior client director and Clara O’Mahoney, client manager, stated that, while businesses cannot always control the questions journalists ask, they can control how well they prepare, the messages they communicate and the confidence with which they deliver them.

The importance of identifying the key messages that an organisation wants its audience to understand and remember was also discussed.

Rather than becoming distracted by technical explanations or unnecessary detail, businesses were encouraged to replace corporate jargon with clear explanations of outcomes, particularly when announcing developments such as investments, job creation, new services or operational changes.

The session included practical interview exercises, during which participants experienced the challenges of responding to questions without preparation and learned techniques for maintaining control during more demanding interviews.

The importance of selecting appropriate spokespeople was also covered, with companies advised to identify and train both a primary and secondary spokesperson rather than automatically assuming that the most senior executive is always the most effective communicator.

On the topic of communicating in a crisis, particularly the potential reputational damage that can arise when organisations fail to respond appropriately to serious incidents, attendees were advised that the first 24 hours of a crisis can be critical in establishing trust.

“Companies should prioritise the safety and well-being of employees and others affected before focusing on corporate reputation or operational impacts, “ stated Ms O’Sullivan.

“Communicating early does not mean speculating or releasing unverified information. Acknowledge what has happened, explain the actions being taken and commit to providing further information as reliable facts become available,” she advised.

Commenting on the importance of the session, Shannon Chamber CEO Helen Downes said: “Every business, regardless of its size or sector, has a reputation to protect. While companies devote considerable attention to operational performance, customer relationships and business development, the importance of being prepared to communicate effectively, particularly when difficult situations arise, cannot be underestimated.

“What was particularly valuable about this session was its practical focus. Participants were encouraged to think about the messages they want to communicate, the people they need to reach and how they would respond if confronted with difficult or unexpected questions.

“Whether announcing an investment, managing organisational change or responding to an unexpected incident, preparation is key. Companies that understand their audiences, know their messages, and have trained spokespeople are much better placed to communicate with confidence and credibility,” she added.

The event, which was supported by Shannon Chamber Skillnet, was part of Shannon Chamber’s suite of training delivered to its members. Full details on future upskilling or reskilling offerings can be found at Events & Training – Shannon Chamber Skillnet