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Objectives Provide focused message and crisis training to
contractor and employer members of the IWEA.
Gain an understanding for how reporters and editors think
Learn to speak with the media
Establish a general crisis management plan for job site and office personnel.
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Why Crisis Management?
Importance – Shapes Reputations
Builds Relationships
Offers Resources
Generates Results
Powerful – You influence the
story
You shape the industry and customer’s perception
Provides opportunities to share key messages
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“Some event that causes damage.”
“It usually ends in death or other bodily harm.”
“I am not certain of a definition, but I know it when I see it!”
“From a business perspective it may involve death, the sale of the company or employee harassment.”
What is a crisis?
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You know it is a crisis, when:
Normal business routines are interfered with
The bottom line is jeopardized
It continues to escalate
Others are speaking about us in a negative manner
What is a crisis?
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What NOT to do:
Ignore the problem
Deny there is a problem
Lie
Panic
Assign blame
What is a crisis?
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A crisis is an event or series of events that can become uncontrollable causing disruption to a company’s operations, finances or reputation.
What is a crisis?
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Reputation can be measured in various forms, including:
Identity Goodwill Image
Examples:
Harvard University Tylenol The Catholic Church
What is a company’s reputation?
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Reputation is shared through a company’s:
Communications – newsletters, Web sites, etc. Employees Job sites Vehicles Media
What is a company’s reputation?
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What Makes a Good Story? News – What is it?
What’s the media’s job?
What is our job? Background and product facts Sources and quotes
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What Makes a Good Story? Hard News vs. Feature story
Human Interest
Visual Stories
Print, Broadcast, Web
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Media Characteristics Television
Eight to twelve second soundbites. “World in a minute” Visual and/or auditory Mainstream language is best Messenger carries the message Interviews are very short and focused
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Media Characteristics Radio
Immediacy Story updates on the hour Middle of the road Reporters tend to be generalists Most don’t focus on facts – opinion Edited format Average interview is lengthy, but story is under
30 seconds
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Media Characteristics Print
Long ranging impact/expansive More open to story telling Third-party credibility What you say is more important than how you
say it Interviews usually are lengthy and involve
numerous questions
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Media Characteristics Web
More immediate than print Constantly updated The story behind the story Rumor mills Specific to the reporter’s point of view
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How We Can Help the Media Build Relationships Get in the reporter’s rolodex Visit them occasionally Be reliable Look for opportunities to partner Contact them when you don’t need them
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How We Can Help the Media
Be prepared
Know the number of employees
Be able to explain what work is being done
Recite information pertaining to the last incident, company safety record and how previous events were remedied
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How a reporter thinks?
By knowing how reporters write you are better prepared to communicate effectively.
This means that we need to direct their focus to our key messages throughout our conversation.
Conclusion
Context
Facts & Data
Background
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An interview is not an intellectual exercise; it is an opportunity to
deliver specific messages to specific audiences with the
reporter as the conduit.
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Preparation What is our goal? What questions will you be asked? What’s the angle? Who else have they spoken with? When/where will the story run? Understand the deadline. Buy some time if appropriate.
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Preparation Are you the right spokesperson for the story? Gather the facts Follow key message points
Write them down Stick to them
PRACTICE, PRACTICE, PRACTICE
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Preparation
Before the interview, ask yourself …
If the interviewer uses only a 12-second sound bite, what would my message
be?
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Presentation Be confident – you own the information
Think of the interview as a conversation
Be concise and clear
Be honest, don’t lie or mislead
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Presentation Sit up straight
Phone interview – stand up!
Think conservatively when choosing apparel
Avoid caffeine and alcohol
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Presentation Finish your point and stop talking
Repeat key points at the end – package your answers
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Presentation
Packaged answers –
Lead with key message
Reinforce message with facts, examples or statistics
Close by reiterating key message
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Presentation
Packaged answers –
Challenge is to ALWAYS close with key message:
Reinforces what you want the reporters to share with the audience
Ensures that the reporter knows its importance
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Presentation
Messaging techniques –
Think of this technique as the ammunition that arms you to
communicate effectively.
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Credibility We don’t say “no comment.”
Either bridge to another issue, or tell the reporter you will get back to them after you have gathered the right information
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Credibility Turn negative questions into a positive
response
Don’t argue or debate with a reporter, especially “on the air.”
Correct any fundamentally inaccurate statements made by the interviewer.
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Credibility If asked a question that strays from the issue,
answer the question then bridge quickly to your message.
Answer the question Share the steps/actions that you are doing to
solve the issue Let them know that it is over Get back to work
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Using a Web site during a crisis … Reporters are trained to research and have as
much information about the situation, including a company and its owners, before they ask questions.
Web sites provide an opportunity for research in advance of an interview or discussion.
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Using a Web site during a crisis … During a crisis (depending on the severity)
reporters will monitor corporate Web sites for official statements, background information and officer biographies to help tell the story.
Advantages of using your Web site to communicate:
Control of message Ease of distribution Assurance that the information is unified
throughout the media
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Using a Web site during a crisis … Consider:
Prepare a ‘ghost site’ Create an online media center
Media contact information Background on the company Facts about services offered Database of news releases or statements
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Tips for success Don’t use jargon or tech-speak Paraphrasing and analogies Ask the reporter to play it back Do what you say you will do Be responsive Know that it’s not personal Don’t ask to see the story in advance