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Advanced Media Relations

Brad DugardDirector, Media Relations and Communications

Ontario Chamber of Commerce

Presented to the Chamber Executives of Ontario

Thursday, February 03, 2005

Managing Media and Building Opportunity

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Getting in the journalist’s head

“Don't you wish you had a job like mine?

All you have to do is think up a certain

number of words! Plus, you can repeat

words! And they don't even have to be

true!”

Dave Barry, American Columnist

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Proactive Communications

Reactive Communications

Issues Management

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Proactive Communications

Getting out there and telling your story

Driving the news cycle

Getting the jump on the

“pending” story

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Give them what they want

Timely

Relevant

Compelling

Ontario’s Business Advocate of Choice

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For Immediate Release

Ontario Chamber of Commerce Releases Results of Member Survey on SARS Impact on Business

Toronto, On – April 24, 2003 – The Ontario Chamber of Commerce, today released the results of its on-line survey conducted among its members to assess the impact that Severe Acute Respiratory Syndrome (SARS) is having on businesses in Ontario.The survey, which was conducted during the period April 16th to April 23rd, 2003, received a total of 739 respondents from across the province who answered seven questions relating to the impact on business, contingency planning and the government’s management of the crisis.

Key results from the survey are:Approximately one-third (32%) of respondents indicated that they have experienced a negative impact from SARS. The top three impacts felt by businesses are: 1) Less business activity 2) Cancelled events and 3) Lost customers. The size of the company did not seem to matter.When asked whether they had contingency plans in place if SARS affected their workplace, 78 per cent indicated that they did not have such plans. This was particularly apparent in small businesses with less than 50 employees, where the number who did not have such plans was 83 per cent, compared to 62 per cent for companies with more than 50 employees.

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Rate the overall quality of

releases that you receive

in a typical business day.

A 0%

B 16%

C 44%

D 28%

F 12%

Source: Canada NewsWire

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Crafting the release

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Make the boring stuff exciting!For Immediate Release

One-in-Three Businesses Hurt by SARSBut 80 percent have no plan for another outbreak

Toronto – One-in-three Ontario businesses have reported a negative impact to their bottom line because of the SARS outbreak – and yet almost 80 per cent have no contingency plan to deal with another outbreak, according to a new survey by the Ontario Chamber of Commerce.

The survey found that businesses experienced a drop in business, cancelled events and lost customers due to the outbreak. The findings were consistent regardless of the size of business.

“This is a wake up call for business,” said Len Crispino, President and CEO of the OCC. “While this outbreak is now contained and we are optimistic for a quick recovery, companies must be prepared for additional uncertainty.”

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Goals of a media release

News coverage pulled from release

Interview requests

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Proactive Summary

Timely, relevant, compelling

Accomplished through well written material and strong

messaging.

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Reactive Communications Speed

•Say it fast

Substance

•Say it well

Slant

•Say it with a better angle

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Reacting to the storyMcGuinty government gives municipalities tools to ease

residential property tax burden

TORONTO, March 15 /CNW/ - The McGuinty Government today announced that municipalities would be given greater flexibility and autonomy in setting their property tax rates.

"With a strong housing market, homeowners in many communities across Ontario have experienced substantial increases in their property assessment," Finance Minister Greg Sorbara said. "We are giving municipalities the tools they need to better manage the impact of reassessment on their residential taxpayers."

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One Hour Later…For Immediate Release

BAND AIDS ON TOP OF BAND AIDS ARE NOT THE SOLUTION TO PROPERTY TAX PROBLEMS

Toronto – Today’s announcement from Ontario Finance Minister Greg Sorbara will do nothing to address any of the problems with the property tax system in Ontario – nor will it address the budget challenges facing municipalities. “We’re pleased to see that the province recognizes the present system is broken,” said Len Crispino, President and CEO of the Ontario Chamber of Commerce. “But this is another Band Aid on top of other Band Aid solutions.” The OCC has communicated extensively with the Ontario government on needed reforms to the current property tax systems…

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Reactive Summary

Get in front of the story

Project your position

Build Contrast

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Issues Management

Issues come in many forms

Scandal

Contentious Remarks / Position

Sheer Stupidity

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Strategy for Issues

Create a plan & stick to it

Get in front of the issue

Stick to your message

Change the channel

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Never, ever,

ignore the

media

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Never, ever, lie to the

media

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Issues Summary

Have a plan

Get in front of the issue

Stick to your message

Change the channel

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Chose the right medium Media Releases

Press Conference

Letters to the Editor

Open Letters

Opinion / Editorials (Op-Eds)

Editorial Boards

One-on-one interviews

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Being interviewed

Not Natural

Can be learned

Preparation and sticking to key messages is the secret to success

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Never just start to talking to a reporter who has called you

Buy yourself time

Ask for their deadline and other information

Handling Cold Calls

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About Key Messages Sound-bites are just that – bites.

Prepare 3-4 key messages and stick to them

Don’t just repeat your release

Rehearse

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 About Interview length

Keep it short

Agree to interview length at the start

Too much detail can confuse a reporter about what’s important to the story

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Appearance

Don’t wear bold patterns/stripes for TV interviews

Hands always in front, never in pockets or clasped behind back

Do NOT nod while the interviewer is speaking

Sit on suit jackets to prevent hunched shoulders

Sit up straight, even for phone interviews – you’ll sound better

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One last thought…“Public sentiment is everything. With public

sentiment nothing can fail; without it nothing can succeed.

He who molds public sentiment goes deeper than he who enacts statutes or decisions.”

Abraham Lincoln