Leisa Goddard: 30 years in news shaping crisis communications
Adoni Media Founder Leisa Goddard knows how news stories develop, how reputations are tested, and how quickly an issue can escalate when communication fails.
A former TV journalist, war correspondent, and foreign correspondent, Ms Goddard has more than 30 years of media experience. She has been on the frontline for some of the best and worst crisis communication management around the world.
For clients of Adoni Media that experience translates into a strong advantage: knowing what works under pressure, how journalists think, and how to respond strategically as a story unfolds across a 24/7 news cycle.
Her sharp news judgement and understanding of the media is a critical driver in the strategy and advice that underpins how Adoni Media supports clients with both proactive and reactive PR.
What drives media coverage and what triggers scrutiny
Effective public relations is built on three fundamentals: clarity, access, and credibility.
Organisations that perform well during a crisis:
- Respond early and decisively
- Communicate clearly and factually
- Provide timely, media-ready information
Poor crisis communication, however, follows a predictable pattern:
- Delayed responses
- Overly polished or vague “motherhood” messaging
- Attempts to deflect or avoid accountability
From a journalist’s perspective, these signals raise red flags and suggest the organisation is trying to hide something.
Understanding the news cycle is a competitive advantage
Ms Goddard said a news story can escalate within minutes, moving from a single media enquiry to national coverage that is amplified across social media and AI-driven search platforms.
She said it is essential to always be looking ahead for what is coming next.
“As a journalist you know the rhythm of the news cycle and that means you can anticipate what is likely to come next and give yourself the advantage of being able to plan and prepare,” Ms Goddard said.
“Too many organisations do not have spokespeople who have completed media training, are ready to step in front of cameras, and have not invested time into messaging which means that work needs to be done under pressure as the crisis is happening in real time,” she said.
The biggest PR mistake is avoiding the media
One of the most common and damaging mistakes in crisis communication is silence.
Avoidance is typically driven by a fear of saying the wrong thing, escalating the issue, or of losing control.
Ms Goddard said the reality is organisations who don’t speak up leave a void for others to talk or speculate on their behalf.
“The story will run. It just won’t include your voice,” she said.
Why “No comment” damages reputation
From a newsroom perspective, “No Comment” is a comment.
It is:
- A quote that will be published
- A sign of avoidance or reluctance
- Often interpreted as confirmation of an issue
In today’s 24/7 news cycle the “No Comment” becomes a quote that is published, shared on social media, and captured by AI.
Ms Goddard said what organisations should be prepared to make is a brief, factual statement to provide accurate information and context.
Leisa Goddard’s newsroom background, combined with her leadership at Adoni Media, gives her clients a practical edge in navigating media scrutiny, managing reputational risk, and shaping outcomes.
Adoni Media is a national public relations, media training and crisis communication firm. Under Leisa Goddard’s leadership, Adoni Media is a leader in Media Training with Australia’s most experienced team of trainers preparing spokespeople around the country.
