How to return a phone call

A guide providing recommendations for press secretaries and government communicators on managing media relations, crisis communication, and strategic messaging to effectively convey official positions and policies.

• Effective communication requires a methodical plan that identifies key messages and target recipients, avoids clashing announcements within a single news cycle, and ensures every public message addresses the 'Five Ws' (who, what, when, where, and why).
• The relationship between government officials and the media should be symbiotic and professional, acknowledging an inherently adversarial nature while recognizing that media access improves the accuracy of information.
• Spokespersons must be empowered, rigorously trained, and intimately involved in decision-making to maintain the confidence of the officials they represent.
• To maintain credibility, communicators must adhere to strict rules of honesty and accuracy, which include returning phone calls, respecting deadlines, avoiding speculation, and correcting mistakes immediately.
• Crisis management requires a pre-established plan where bad news is delivered by leaders personally, quickly, and without cover-ups, followed by regular updates and early press engagement.

APA

South African Institute of International Affairs (2008). How to return a phone call. https://saiia.org.za/research/how-to-return-a-phone-call/

Chicago

South African Institute of International Affairs. How to return a phone call. 2008. https://saiia.org.za/research/how-to-return-a-phone-call/.

Wikipedia

{{cite report |author=South African Institute of International Affairs |title=How to return a phone call |date=28 April 2008 |url=https://saiia.org.za/research/how-to-return-a-phone-call/ |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{southafricaninstituteofinternationalaffairs2008how, author = {{South African Institute of International Affairs}}, title = {{How to return a phone call}}, institution = {South African Institute of International Affairs}, year = {2008}, month = apr, url = {https://saiia.org.za/research/how-to-return-a-phone-call/}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }