As if traditional media relations weren’t difficult enough, the term takes on an entirely new meaning in Hollywood. Nowhere else in the world does the media embody speed and persistence like it does in the bright lights and urgency of Tinseltown.

Janet Frank, media relations manager for Utah Valley Regional Medical Center, learned this lesson first-hand in May 2010 following the hospitalization and death of actor Gary Coleman at her hospital in Payson, Utah. CNN, TMZ, MTV and practically every other media outlet in the world showed up at her doorstop, hounding her for information.

Janet presented what she learned to our Bradley Public Relations students last month. Here’s what you need to know:

1. Information Moves Fast
Even though the media may push you for information faster than you can provide it, avoid the crisis speed trap.

Don’t rush out your info to appease the media. Sure, they have deadlines, because don’t be too hasty, or you’ll risk giving out the wrong information. Take your time crafting statements and preparing your key messages.

2. Sometimes Your Best-Laid Plans Go Out the Window
Always have backup plans for press conferences and statements. You never know when they might change.

Janet had an entire press release–along with spokespeople–planned and ready to deliver. At the last minute, Coleman’s family changed their minds and told her not to say any of the things they had prepared. She had to take an entirely different approach and address the waiting media with an entirely new message in 10 minutes.

3. Prepare a Personal Checklist
Put together a personal checklist for every time you go on camera or speak to the media.

In the heat of time constraints, don’t forget to look in the mirror, check your outfit and make sure you’re presentable. In her rush to prepare a last-minute press conference, Janet went live in front of thousands on national television with gum in her mouth–and chewed it during her entire statement. This small oversight brought her serious heat and reflected poorly on the professionalism of the entire hospital.

4. Create a System for Processing Calls
Delegate and work with others to handle large amounts of calls and voicemails.

Before Janet had even completed the headline to the press release of Gary Coleman’s death, her phone began ringing nonstop. She received hundreds of phone calls and voicemails from news media all over the country. Luckily, she delegated the enormous volume of tasks to those she trusted. They worked together to create a system for handling them.

5. Make Friends with Legal
Verify all of your information before its released. Avoid potential miscommunication or a lawsuit.

Sometimes what you want say as a communications professional doesn’t align with what the company can or should say from a legal perspective. Before releasing anything, work with your organization’s legal assistants and make sure everything checks out.