When the Message Matters
The Ammerman Experience is a communications skills development firm that does one thing and one thing only: we show people how to effectively and confidently reach and influence others through the spoken word.


As a leading communication skills development firm, The Ammerman Experience pioneered a wide range of interactive workshops and training sessions designed to show people how to face the media, manage crisis situations, speak at public meetings, and deliver effective sales, analyst, and other business related presentations. Through our quarterly newsletter, the Advisor, we share some of our expertise in these areas.

Showing Compassion During Crisis

Published: Jan 29, 2020

When conducting crisis press briefings, you are the face of your company or agency. You must deliver facts with authority and, in many cases, take questions with patience and grace. But your first job is to sincerely show that you care about those whose lives have been impacted or lost in the unexpected event.

Empathy  and compassion are crucial to conducting a successful press briefing. They should be expressed early in the briefing, giving the audience a window into your firm’s culture and priorities. A recent example is that of a heartbroken Australian firefighter supervisor who set the right tone in announcing the death of one of his men:

The supervisor’s words and demeanor left no doubt that he cared for his team and their families. Hopefully you will never face the media under similar circumstances. But if you do, his example is one to follow.

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Our newsletter, the Advisor, is full of information on how to face the media, manage crisis situations, speak at public meetings, and deliver effective presentations.

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