Soundbites are those short and snappy statements that reporters love to use in their stories. And, if you've just had an accident and are unprepared to work with the media, your story may be peppered with some uncomplimentary soundbites. In many cases, they're downright embarrassing. So what can you do? First, understand how reporters do their job and how you can help them tell your story.

Times have changed In 1968, a soundbite was roughly 48 seconds. Today, it's down to 7.3 seconds (or 20 to 25 words). The reason? Turbo news. The increasing speed of communications has created a demand to get news out fast. As a result, it's important to learn how to position your company when time is not on your side. Here are some ideas on how you can accomplish that.

Step One Select a company spokesperson and get them trained. Waiting until "it" hits the fan will produce undesirable results.

Step Two Should an accident occur and a reporter shows up, train the most senior person on-site to deliver a statement. Here's an example: "My name is John Smith and I'm the superintendent for XYZ Construction Company. At approximately (time), we experienced a (description). We are investigating the situation, but don't have any verifiable information at this time. I'm sure you understand we're very busy trying to deal with the situation and gather as much information as possible. Please remain in the safety area, and either (spokesperson) or I will return in 30 minutes and share any additional information that can be verified."

Step Three Now you've bought 30 minutes of time to get your act together. Organize your statement, and stick to an agenda. Do not wander from that agenda. Keep your key points in mind, and repeat them ad nauseam. When the reporter starts asking you questions, keep your answers short and to the point. Here are some questions to be prepared for and some suggested responses:

What caused the accident? Suggested response: "The cause is not known at this time. The investigation is continuing and we're working closely with the authorities to find out what happened."

How many were injured/killed, and who were they? Suggested response: "At this time we can not confirm that information. I'm sure you'll understand that we cannot release any names until the families have been notified."

What is the estimated damage in dollars? Suggested response: "We don't have an estimate at this time. All of our resources are working to deal effectively with the incident. Estimates will be addressed at a future time."

Have you had any accidents in the past? What's your safety record? Suggested response: "Right now, all of our resources are directed toward bringing this incident under control. I'll be happy to address those questions at a later time."

Can we come on-site and take pictures? Suggested response: "Once the site has been secured, access will be determined by ____. We'll keep you informed of our progress."

Be a reductionist Long-winded answers beg for misinterpretation. Why take a chance? Instead, reduce them to short and snappy soundbites. Think USA Today versus The Wall Street Journal, and you might get some of your soundbites printed.