Issue Management Crisis Communications Media Relations Community Relations Litigation Communications...
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Transcript of Issue Management Crisis Communications Media Relations Community Relations Litigation Communications...
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Media Relations
Michigan Veterinary Medical Association
Power of Ten Leadership Academy
September 25, 2013
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Media Relations 101
Martin Waymire Advocacy Communications
Amy Morris, APR
Sr. Account Executive
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Media Relations 101
• Relationships
• Preparation
• Practice
• Execution
• Evaluation
• Follow up
Good Media Relations is about:
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Who is This Reporter?
• What media?– Newspaper/magazine– Television– Radio– Blog/online
• Knows a little bit about a lot of things, and a lot about nothing.
• Is neither your friend, nor your enemy.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Who is This Reporter?
• Today’s reporter may carry a pen, notepad, HD camera, smartphone/iPad
• Differences between print and television reporters.
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
What Does This Reporter Want?
• Comments and information for his/her story.
• You will be either a source or
the subject of the story.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
When –Does the Reporter Need to Speak With
You? • Right now or in the next few hours or
days.• “Deadlines” are pretty much old news.
Today the news cycle is perpetual. A story will be filed with or without YOU!
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Ultimately, what is the reporter’s
goal?
To get a “good story.”
(That’s your goal too, right?)
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Reporter’s Definition of a Good Story: • Accurate, balanced and interesting.• True• On page one, or lead in the newscast,
easy to Tweet, get on the website. • Controversy or unusual is fine. Scandal is
terrific!
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Your Definition of a Good Story:
• Favorable, positive.
• Accurate, balanced and true.
• You look and sound good.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Media Relations 101
• A reporter is going to do the story — with or without you.
• A call from a reporter is an opportunity to communicate.
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
To achieve your definition: • Say something other than “no comment.”
• Avoid jargon, make their life easy.
• Offer good quotes and “sound bites.”
• Give reporters flavor and color.
• Give reporters access.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
To achieve your definition
• Provide facts, help build the framework.
• Don’t expect to approve the story in advance of publication.
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Relationships & Preparation
Good media relations begin long before you are contacted.
Media Relations 101
•Draft and implement a media policy.
•Educate employees on the policy.
•Identify and train a lead spokesperson.
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Relationships & Preparation
• Establish relationships with reporters.• Know your Target Audiences.• Develop and know your Key and
Secondary Messages.• Anticipate and prepare for questions.• Answer questions with your messages.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Media Relations 101
• No comment is usually no good.
• If you hide from the media, most people will suspect that you have something to hide.
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
What to Do When a Reporter Calls Immediately
•WHO is calling?
•Get a name, title, media outlet, deadline.
•Try to get a “time out”
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Decide who will speak to the reporter
Decide your key messages
Think of likely questions…write them down
Rehearse, at least mentally
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Your Target Audiences/Publics
If you say something publicly
who will hear it and
how will it affect them?
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Your Target Audiences/Publics
• The general public (current, past and future clients)
• Regulators and legislators• Employees• The media
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Develop Your Messages
What you say will have an effect on each target audience.
So, what do you say? • Key Messages• Secondary Messages
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Develop Your Messages• The Key Message is applicable to any
audience.
• The Key Message should register an immediate impression.
• Secondary Messages are customized for specific audiences.
• Develop your messages before you talk with a reporter.
• Rehearse and repeat them during the interview, no matter the question.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
• Short and simple is best. – Taking points…and proof points
• Pivot to your messages whenever possible
• Try to avoid repeating a negative
Media Relations 101
Develop Your Messages
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Anticipate & Prepare for Questions • Anticipate the questions you are likely to
be asked.• Answers should reflect your Key and
Secondary Messages.• It’s okay to say “I don’t have that
information at this time. Let me get it for you.”
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Appearance is critical
• Studies show upwards of 75 percent of information comes from the eyes – much less from the ears
• Need to look the role– Professional– Medical
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
What to wear?
• Generally, dark-colored suits and lab coats for television
• Avoid white and striped shirts• Light blues and beige look good on
camera• Avoid bright red• Avoid ties with complex patterns
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Execution
• Be brief.
• Get your key messages across early and frequently.
• Know when to stop talking.
• Do not speculate.
• Avoid sarcasm.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Execution
• Always tell the truth. NEVER lie to a reporter!
• Keep your cool. • Be positive, not negative.• Speak English — no jargon.• Build bridges from loaded questions to
informative answers.• Repeat your key messages before you
conclude.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
WHAT are your longer-term strategies?
Once you've called the reporter back, you may be done — but you may not be.
A. Do you need longer-term strategies to deal with the event/issue?
B. Who will execute them?C. What is the time line?D. Do you need outside help
implementing the strategies?
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Evaluation 1. Read your clips; watch newscasts. 2. Be critical of your performance.3. Check your quotes — accurate or
inaccurate?4 Make corrections, if necessary.5. Commend accuracy. 6. Follow up in writing.7. All correspondence on an issue must be
consistent.8. Send copies of the stories that support your
messages to your key audiences.
Media Relations 101
Issue Management
Crisis Communications
Media Relations
Community Relations
Litigation Communications
Questions?