When you're dealing with a difficult subject and getting peppered with questions from the media, one very effective strategy in media relations is what we call broadening the issue.
YOU'RE NOT ALONE
After all, what you're experiencing is likely not unique to you or your organization. The problem may affect many others or the issue may have surfaced in other ways at other companies.
TAKE THE SPOTLIGHT OFF OF YOURSELF
So, you want to help reporters understand that this is not simply your problem. In this way, you help to take the spotlight off of yourself and focus it on a much larger playing field.
Here are a few generic responses that you can tailor to meet your needs:
"Look, this is nothing new. Our entire industry is facing this problem."
"Let's be clear, we're not the first company to deal with this issue."
"I want to emphasize that this is a problem for organizations like ours throughout our state (or nation)."
"We've seen this affect other firms time and time again."
FRAMING THE STORY
We're not suggesting you dodge responsibility or throw up your hands. However, it is important that you properly frame your situation into the context of the broader or underlying issue.