Whether you’re responding to a company crisis, commenting on a breaking story related to your industry, or remarking about a big merger your company was just involved in, giving a statement to the media is often easier, quicker, and more helpful than writing a traditional press release. Releasing a statement to the media is what you do when people already know the story, so you don’t need to write a press release; instead, you just need to give a comment.
What is a Media Statement?
A media statement is a written or spoken communication crafted by an organization or individual, to provide information, react to events, or answer questions. It typically presents key details in a concise and focused manner, aiming to influence how the related news is reported and perceived by the public.
Most media statements are just one long quote from a single source. It’s typically much shorter than a standard press release — about half a page in length at most. It’s straightforward and easy to write, and in many cases, releasing a statement can be done in place of holding a press conference.
But remember, when you release a statement, you’re going on permanent record, so choose your words wisely. Here are a few tips to follow when writing and releasing a statement to the media.
Media statements should generally be written in first person
A media statement is a quotation, from a person in the company, so it should generally be written in first person. Occasionally a company will feel a need to write as a company using third person “we” language like when a spokesperson is speaking in behalf of the organization. While this is not recommended, because it loses a feeling of connection, it is acceptable.
Since these statements are a quotation, they should be written in the same manner that you speak. There’s no need to take the objective tone that you have to follow with press releases. Be yourself, and write like you talk. In fact, you may even wish to talk aloud on the topic, record what you say, and pull from your real quotes to make a statement so that it reads naturally. Also, there is no need to put quotation marks around the statement, because the whole thing is a quote.
Make every sentence count
Just because you release a statement that’s half a page long doesn’t necessarily mean that your entire statement will be used by the media. They may only use a sentence or two of your statement for their story. That’s why it’s important to make sure that every sentence — hell, every word — counts and can stand on its own.
Include contact information
At the end of your statement, make sure you include your contact information in case a reporter wants to conduct a follow-up interview with you. Your contact information can look like this:
- For interviews:
John Doe, ABC Company CEO
(123) 456-7890
[email protected]
Understand the Context
Before you begin writing, it’s crucial to fully understand the situation. Gather all facts, understand the implications, and determine what your stakeholders and the public need to know. Your response should be informed and responsible, ensuring that you address the main concerns without exacerbating the situation.
Start with a Clear Opening
Begin your statement by clearly acknowledging the issue at hand. This sets the tone for transparency and shows that you are not avoiding the topic. For example, you may want to start with “I am aware of the concerns raised regarding…” This approach shows you are directly engaging with the issue.
Express Empathy or Concern
If the situation has negative aspects, such as an accident or a controversial incident, it’s important to show empathy or concern. This humanizes your response and connects with the audience on an emotional level. Phrases like “I am deeply concerned about…” or “My thoughts are with those affected…” can be effective.
Provide Key Information
Address the core of the issue by providing factual information that the public needs to know. This should include what happened, what is being done about it, and what changes can be expected. Since this is a first-person statement, keep the focus on your personal commitment to resolving the issue, like “I am committed to ensuring that…”
Take Responsibility and Offer Solutions
If the situation warrants, taking responsibility is a sign of good leadership and accountability. Make it clear what steps you are taking personally, and as an organization, to address the issue or improve conditions. State any specific actions like, “I have initiated a thorough review…” or “I am working closely with our team to…”
Keep It Concise and Focused
Media statements should be concise and to the point. Avoid going off on tangents or providing unnecessary details that could cloud the main message. Each sentence should add value to the statement and help clarify your stance and next steps.
Close with a Forward-Looking Statement
End your media statement with a positive or constructive outlook. This reassures the public and your stakeholders that there are plans in place to manage the situation or prevent future occurrences. Something like, “I am confident that the measures we are putting in place will…” helps end on a hopeful note.
Review and Revise
Once drafted, review your statement multiple times. Look for any areas that could be misinterpreted or need clarification. It’s also advisable to have it reviewed by a legal advisor or public relations expert to ensure that it doesn’t contain potentially problematic phrases.
Distribute Strategically
Finally, distribute your statement through the appropriate channels to ensure it reaches your target audience effectively. This may include press releases to media outlets, posts on social media, or direct communications to affected parties.
Writing a media statement in the first person requires a delicate balance of empathy, clarity, and decisiveness. It’s not just about delivering information, but also about building trust and demonstrating leadership in challenging times.
Media Statement Examples
Here are several examples of media statements, each tailored to a different scenario and designed to showcase how organizations might respond to various situations:
Example 1: Product Recall
| Media Statement from SafeToy Co. Regarding Recent Product Recall “As CEO of SafeToy Co., I am committed to ensuring the safety and well-being of all our customers. It has come to our attention that our Model X toy car poses a potential choking hazard. We are recalling all units sold in the past six months as a proactive measure. Customers can return their Model X toy car to any retailer for a full refund or exchange it for another product of equal value. We deeply regret any inconvenience this may cause and are taking immediate steps to enhance our safety checks to prevent future issues. Your trust in our products is paramount, and we are dedicated to upholding the highest safety standards.” |
Example 2: Response to Financial Misconduct Allegations
| Media Statement from FinTrust Bank on Recent Allegations “I wish to address the allegations of financial misconduct that have been leveled against FinTrust Bank. As the President, I take these claims very seriously and want to assure our clients and shareholders that we are cooperating fully with the authorities to clear up any misunderstandings. We have also initiated an internal review to ensure our operations remain transparent and compliant with all regulatory standards. FinTrust Bank is committed to maintaining the highest levels of integrity and accountability, and I am dedicated to ensuring that our practices reflect our values.” |
Example 3: Environmental Initiative Announcement
| Media Statement from GreenFuture Energy on Launching New Sustainability Program “Today marks a significant milestone for GreenFuture Energy as we launch our ambitious new sustainability program, ‘Clean Energy 2030’. As CEO, I am proud to lead our efforts in reducing carbon emissions by 50% over the next decade. This initiative includes substantial investments in solar and wind technologies and a shift towards more sustainable operations across all our facilities. Our commitment to the environment goes hand-in-hand with our responsibility to our stakeholders and the planet. We look forward to sharing our progress and working together towards a greener future.” |
Example 4: Response to a Data Breach
| Media Statement from CyberSecure Inc. on Recent Security Breach “As CEO of CyberSecure Inc., I want to address the security incident that affected our systems last week. We have identified an unauthorized access to our network that resulted in the compromise of some customer data. We have taken immediate action to secure our systems, and we are working closely with cybersecurity experts to enhance our defenses. We are also cooperating with law enforcement to ensure a thorough investigation. Our customers’ privacy and security are our top priorities, and we are committed to maintaining your trust. We will provide updates as we have more information and urge all affected customers to follow the guidance provided for protecting their data.” |
Example 5: Announcing a Major Merger
| Media Statement from HomeGoods Retail on Merger with FurnishFine Stores “I am thrilled to announce that HomeGoods Retail has entered into a definitive merger agreement with FurnishFine Stores, creating one of the largest home furnishing retail groups in the country. As the future CEO of the combined company, I am excited about the possibilities this merger presents. By combining our resources, we will enhance the shopping experience, broaden our product offerings, and deliver greater value to our customers. We anticipate that the transition will be smooth and that the benefits, including enhanced service and expanded product lines, will be realized quickly by our customers and shareholders alike.” |
Example 6: Addressing Labor Dispute
| Media Statement from Metro Transit Authority on Ongoing Strikes “As the Director of the Metro Transit Authority, I want to address the ongoing strike by our transportation workers. We are actively engaged in negotiations with the union representatives to resolve the issues as quickly as possible. We understand the impact this has on our commuters and are working diligently to reach a fair and sustainable agreement. We are committed to providing reliable and safe transportation services and are making every effort to minimize disruptions during this period. I respect our workers’ rights and am hopeful for a resolution that satisfies all parties involved and allows us to continue serving our community effectively.” |
Example 7: Suicide of an Employee
| Media Statement from XYZ Corporation on the Tragic Loss of an Employee “It is with profound sadness that we announce the passing of a valued member of our XYZ Corporation family. We are devastated by the news of this loss and our thoughts are with the family and friends during this incredibly difficult time. We are reminded through this tragedy of the importance of mental health and well-being. In response, we are committing to enhancing our support services and creating a more robust framework to help our employees seek and receive the help they need. We encourage our team members to support each other, to reach out for help, and to utilize the resources available to them. This is a moment for us to reflect, support, and care for one another.” |
Example 8: Chemical Release
| Media Statement from ChemiCo Industries Regarding the Recent Chemical Release “We are currently addressing a serious incident that occurred at our ChemiCo Industries facility, where a chemical release has impacted our local community. First and foremost, we extend our sincerest apologies to all those affected. We are fully cooperating with local health and environmental authorities to manage and mitigate the effects as swiftly and safely as possible. Immediate measures have been taken to contain the leak, and we are conducting a thorough investigation to determine the cause and prevent future occurrences. We have also set up a response line for affected residents to report issues and obtain assistance. Ensuring the safety of our community and environment remains our highest priority, and we are committed to restoring safety and trust with all due diligence.” |
These media statements aim to directly communicate with stakeholders about important developments, demonstrating proactive leadership and a commitment to transparency during sensitive situations.
Frequently Asked Questions About Media Statements
What’s the difference between a media statement and a PR statement?
The terms “media statement” and “PR statement” are often used interchangeably, but there can be subtle differences in their focus and use:
- Purpose and Scope:
- Media Statement: Primarily aimed at journalists and media outlets, a media statement is used to provide information or a reaction to specific incidents or events. It’s meant to be quoted directly in news articles or broadcasts, focusing on delivering a clear, concise message to the public through the media.
- PR Statement (Public Relations Statement): While also used to communicate with the media, a PR statement has a broader scope, focusing on managing the overall image and reputation of the organization. It may address a wider range of issues, not just those that are newsworthy, and is often part of a larger strategic communication effort to shape public perception over time.
- Content:
- Media Statement: Typically direct and to the point, media statements address a specific event, concern, or issue. They often include quotes from key figures in the organization and provide essential facts or responses.
- PR Statement: Can be more comprehensive and may include background information, broader messages about the company’s values, and detailed descriptions of initiatives or responses. It’s more likely to contain promotional content or broader messaging intended to enhance the organization’s public image.
- Tone and Style:
- Media Statement: More factual and straightforward, aiming to provide clear and direct information suitable for immediate release and consumption.
- PR Statement: While still professional, it may employ a more persuasive and engaging tone, designed to influence public attitudes and behaviors over a longer term.
In summary, while both types of statements are tools of communication intended for public dissemination, a media statement is more focused on immediate news and specific responses, whereas a PR statement is part of a broader, more strategic effort to manage an organization’s overall public relations and image.
Do you have any tips to add to this list? Share them with us by leaving a comment below.
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: https://www.ereleases.com/free-offer/cheap-pr-tactics/