This week's reading has led to some interesting topics, which this short article will attempt to address. Some of the points covered in the reading are: preparing for a public briefing or press conference, what techniques to use, what message to deliver, developing sound bites, developing pre-information -print, techniques to use when dealing with hostile press, the importance of body language, recovering from a press incident and can an organization use social media to its advantage? A major challenge in any crisis is preparing for a public briefing or press conference. At the same time, it seems that one of the trickiest parts of preparing for a public briefing or press conference is trying to control the media in a way that ensures that it does not There will be no permanent damage to the business. This is just one of the tasks of the crisis management team. Now, it may be enough to prepare a statement, but Hoffman suggests that "the best way to begin the process of preparing your response is to think about the questions you are likely to be asked (Hoffman 2011). » This can be accomplished simply by thinking through all the potential questions the press might ask. So, what are some techniques to use when tasked with brainstorming potential questions? Well, according to Hoffman, there are three possible techniques. “1. Put yourself in the shoes of those most immediately affected by the situation (facility neighbors, customers, supporters, patients and their families, taxpayers, etc.) (Hoffman 2011). This is the time to show humility and put ourselves on the level of the public. Now is not the time to get technical and show off all your vast knowledge. It's time to just lay down the 5 W's and an H. The second technique is...... middle of paper ... then you're behind the news media power curve, and that's not something that benefits. the company and its results. I know that knowing and controlling your body language would have been a great asset to BP. It's hard not to show and listen to your true intention, when your body language is about 55% of the message offered. Works Cited Hoffman, Judith C. Keeping your cool in the hot seat: dealing effectively with the media in times of crisis. Highland Mills, NY: Four C's Pub., 2011. Printed “BP”. Deepwater Horizon Accident and Response. Np, and Web. March 31, 2014. .Webley, Kayla. “100 days of the BP oil spill: a timeline”. Time. Time Inc., and Web. March 31. 2014. .