Media Relations in the 21st Century

By Patricia Tennyson

Katz & Associates, Inc.

Today’s Agenda

Communication in the 21st century Engaging with the media Social media impacts

Operating in the 21st Century

Technology impacts on communication

Customers want real-time data News – good or bad – travels even

faster Even more important to have a

sound, well thought out policy

No Immunity to Crises

But there is an insurance policy:– Communication planning– Comprehensive outreach program,

including actively engaging media– Trained spokespeople– Pass the “front page test”

Opposition Happens

Opposition CAN’T be totally controlled

Opposition CAN develop at any time Opposition may not be able to be

neutralized

You need a good insurance policy!

Look Beyond Your Organization

Build community/industry equity– Identify allies

Get out of your office Contribute more than lip service Pay attention to news stories in other

locations – your reporter may inquire

Media Basics

Assume they are in attendance No “off the record” Microphone/camera is always on Important facts first Bridge to messages

There Is Some Good News

You CAN influence media coverage You can control delivery and

messages But you must move quickly and

remain available If you merely level the playing field,

you have succeeded!

Look for Opportinities

Be a resource for media Act on ACWA alerts Invite media to your utility Tell your story

Someone else’s bad story can be your lucky day!

Communication Principles

1. Be open and accessible2. Tell the truth3. Be transparent4. Engage the community5. Be responsive

Excuses We’ve Heard (for not Talking)

Need to get our stuff together (facts) Desire to avoid panic Lack of a spokesperson Legal implications Protection of organization image Not knowing how to “solve” Fear of revealing proprietary

information

Do “Worst Case" Planning

When you’ve planned for the worst, other incidents are easier to deal with

The worst case could actually happen– Terrorism– Major natural disaster– Major structural accident

Understanding the Media

The media is not your audience The media is a filter through which

you reach your audience Your challenge: get your message out

through interviews and stories to deliver it to the public

The New Standard…

In miserable crisis communication

Prepare and Practice

Inventory of “nasties” – anticipate and identify negatives

Message plan – develop three Rehearsal: practice, practice,

practice

Your goal: never hear a question you haven’t heard before!

What if…?

You don’t have all the facts You have no plan yet You can’t divulge information You are responsible

What Kind of Question Is That?

Faulty premise Predetermined conclusion Hypothetical statement Loaded/baiting question Words in your mouth

How to Bridge

Pick a phrase– What’s more important is…– What I can tell you is…– On the other hand…

Answer the question Then bridge back to your messages

Using Social Media – A New Path to the Public

Develop a policy and protocols Identify objectives: awareness,

engagement, advocacy, loyalty… Use platforms appropriately

– For government: good for connecting to “influencers” (elected officials & reporters)

The number of social media users has doubled since 2007. 1 billion by 2012?

Responding to Comments

Monitor and respond promptly Always be truthful and honest Content should be straightforward,

factual Don’t engage in pitched battles,

extended debatesEmphasize key messages, prepare

for questions, correct misinformation

Is government in?

“It is a sad state of affairs when Al Qaeda is better at communications than the U.S.”- Robert Gates, Former Sec. of Defense

Communicating During a Crisis

How should public agencies communicate to reach stakeholders?

Irvine Ranch Water DistrictEmergency Tweets (502 followers)

The Japan Crisis

5 million logged onto YouTube day after

Phones down; Facebook and Twitter up

4.5 million status updates on Facebook from 3.8 million users

572,000 new Twitter accounts on March 12; 177 million Tweets (1,200 per minute from Tokyo)

SFPUCConstruction Relations/Traffic

Alerts

DoD

Culture of social media acceptance Blogger roundtables Video channel 40,000+ Twitter followers

Law Enforcement

L.A.: Tweeting since 2007, notifying neighborhoods of public safety issues

Boston: Stolen bike? Tweet the “Tweeting Police” for help tracking

Norman, OK

Contamination concern Immediate web content Twitter account, @normanwater Promoted via media and a bill stuffer No tweets are good news!

Conclusions

Know your community/know your target audiences

Media is an important audience Act on ACWA alerts and call

media before they call you

Conclusions

Social media is feeding broadcast media!

Print media is social media (online presence)

Develop objectives for all outreach activities

Media Relations in the 21st Century

By Patricia Tennyson

Katz & Associates, Inc.

ptennyson@katzandassociates.com