Say nothing more and drive away. Avoid the temptation to run over the reporter. If the TV station wants to run something on whatever the subject is, they can show you being pleasant and promising your cooperation. Meanwhile, you're back at the office assembling your staff and anyone else you need to decide what to say about the topic.
Let's say there's a reporter in your visitors' lobby or gatehouse or whatever entrance. A camera is running and they are looking for someone to talk to about some subject. Politely say that you or the right person isn't available right now. "If you will make an appointment, we will be glad to provide whatever information we can."
Then get busy on your response. Note that you should say "We'll provide whatever information we can." Don't say, "We'll answer all your questions" because there may be some questions you can't answer for legal reasons or because you don't know. Don't do as Kids Wish Network did below and say on camera, "Turn that camera off," or "you can come in but keep the camera out." Both ways you come off as being secretive.
A problem I hope you never have that would plague Kids Wish Network: really doing something wrong. Kids Wish executives were drawing inappropriate salaries for nonprofit leaders and using less than 3% of donations to help kids with cancer. Paid solicitors claimed not to be solicitors but really were working for the organization.
What do you tell the reporter then? About all you can do is say something like, "We are aware of the situation and are looking into it. When we decide if any changes are required, we will issue a news release. This may take up to a month." Then do the right thing as soon as possible -- say one month, then take one week -- and talk about it. A lot. Otherwise, in the case of a nonprofit, your potential donors may not trust you. In a for-profit company, customers may go elsewhere.
Better yet would have been to recognize that putting such a small amount of donations toward the cause is a smoldering crisis. Then fix the problem yourself. When a reporter sticks a camera in your face, you can say, "You are using old information. We have made changes. Let me give you the most recent figures."
Just because you don't want the media to run certain stories, tough luck. The less you want the news out there the greater the chances that it will be. You can either look helpful and cooperative or sneaky and crooked.
For more tips on dealing with reporters and other key stakeholders, consider attending the Institute for Crisis Management's two-day Certification Training. See http://crisisconsultant.com/workshops/
