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Executive MediaExecutive Media January 20, 2011
Media Relations Media Relations &&
Crisis ManagementCrisis Management
Introduction
Goals for today: Understanding media and how it works Techniques for handling media contacts Basics of crisis communication On-camera experience in media relations
Executive Media
David Dawson
Full-service agency in downtown Indianapolis
We make your message sound loud and clear
www.executivemedia.com
Meet the media
Why do we care?
Why do they only use bad news?
Reporters: Are people Are not your friend
Reporters
Print: Everything on the record
Broadcast: If they record it, it’s on the record
Internet: Anyone, anywhere, anytime
Delivering your message
What you control:TimePlaceSpokespersonWeb site
What you can’t controlQuestionsJudgmentOpponents
There’s a reporter at the door
Give yourself time to think
Pick a message and stick to it
Say only what you know
Keep out of traps
Telling your story
Importance
Relevance
Proximity
Human interest
The setting
Choose a background to emphasize
your message
Control access
Control sound
Answering questions
• Return to message points
• Don’t repeat damning questions
• Don’t speculate
• Speak in short, active sentences
What is a crisis?
The signs of crisis:• Demands immediate action• Threatens operations or reputation
Can you plan for a crisis?• You must plan• The expected unexpected
The crisis communication plan
Assign crisis responsibilities in advance
Designate and train a spokesperson
Anticipate crisis categories
Create a general fact sheet
Maintain a media list
Maintain a constituent notification list
When a crisis hits
Activate your plan
Field media requests
Get all the facts
Consider responses• Operational• Perceptual
Determine key messages
Monitor media (including Internet)
Basic public communication
Get your story out quickly
Tell the truth
Be consistent
Notify constituencies
Respond to media and keep a log
Correct errors
The message
Plain language
Facts only
Stress key points
After it’s over
Review operation of plan
Review success of messages
Update plan
Prepare for the next one
Video exercises
Review scenarios
Frame message points
Draft message
Select location and method of delivery
Meet the media
Wrap up
Media’s job is not to make you look good.
Crisis communication
Interview skills
Conclusion
Questions
Thanks for your attention