Powerful Communication Strategies by Tina Altieri #icca11 MONDAY 24/10/11

50th ICCA Congress

International Congress and Convention Association.

congress.icca.mobi | Twitter: #ICCA11

Powerful Communication Strategies

When the media spotlight is on you in times of crisis.



1.Where is your plan?

Tina’s top five media survival tips



Your plan should have:

• An appointed spokesperson/s.

• A definite process so everyone knows who’s going to speak to the media if an incident occurs.

• A method where senior group members or leaders can quickly get together and gather info.

• Spokespeople are trained to be “media ready” and know the proactive steps.

• Spokespeople are well equipped with updated lists of key media contacts.



1. Where is your Plan?2. Act fast – First 24 hours of a crisis is

when people are turning to each other for answers.

Be ready to respond




Be first.

Be right.

Be credible.

2. Act Fast



First impression is a lasting impression.

Not first? You’ll play catch up for hours, days, or even weeks.

Not right? Your mistake will be repeated, or worse, cited as the truth.

2. Act Fast



“In hindsight we could have moved a little quicker in co-coordinating all the

information to the media and we could have moved a little quicker in providing

the information faster.”

Japan’s chief cabinet secretaryMarch 2011

2. Act Fast



1. Where is your Plan?2. Act fast3. Gather your allies and become the

hub of the issue –Proactive rather than reactive.




The reality is that the media will run the story with or without your input. So it makes

good sense for you to positively influence that story by addressing the issue quickly,

accurately and in a proactive manner.

3. Become the hub of the issue



1. Where is your Plan?2. Act fast3. Gather your allies and become the hub of

the issue –Proactive rather than reactive.4. Don’t rely on just one platform Utilise all social media avenues available

to you.




Got a smartphone and YouTube access? You’re a TV journalist.

Got a smartphone and Facebook?

You’re a photojournalist.

Got a laptop and you write a blog?

You’re a newspaper reporter.

Don’t rely on just one platform



1. Where is your Plan?2. Act fast3. Gather your allies and become the hub of

the issue –Proactive rather than reactive.4. Don’t rely on just one platform Utilize all social media avenues available

to you.5. Always one up on the issue that’s being

played out.




1. Say the headlines you want to read in the paper the next day.

2. Put the good news in subordinate clauses.

“It’s too soon to say we’re safe even though we haven’t seen a new case of bird flu in 3 days.”

Interview techniques



3. Don’t over-reassure everything will be OK.a. acknowledge fearsb. don’t give positive messages too early

4. Express wishes. “I wish we knew more.” Show empathy.




5. At some point, be willing to address the “what if” or the hypothetical questions.




1. Anticipate the questions from all angles.

2. Ask for clarity if you’re unsure what the journalist is asking.

3. To answer a rambling question – pick one aspect of it and respond to that only.

More spotlight on Q & A



4. Never try to fool your audience. If you’re unsure say so and offer to follow it up.

5. Learn how to give non-answers for questions you’re not prepared to respond




“That’s a very good question and that’s exactly what we’re looking into.”

“It’d be premature for me to comment before our investigation into this is completed but let me point out…”

“I don’t believe there is a right or wrong answer to that question but my years of experience in this industry tells me that…”




6. Never give a hostile interviewer the impression that you don’t welcome that question. Never respond to anger and aggression with fire.

7. Don’t over answer. Long-winded responses can be the death knell for an interviewee.




8. Do not tolerate interjections by the journalist. Tell them you expect to be given the chance to answer the question properly.

9. Correct a journalist on the spot if they’ve said information that is wrong.

10.Record the interview for your own records.




Helping you get out of apotentially difficult question and assisting you to steer the interview back on track.

Bridging Phrases



The main point is…….What is more important….I think we need to focus on ….The reality is….Look, can I just say….On the contrary….What we do know is….

Bridging Phrases



What’s most important to us now is….

Together we should be working to….

There’s no easy answer to these challengesbut what we do know is….

Bridging Phrases



Accuracy of information + Speed of release + Empathy + Openness

=

Your credibility and trust from your mass media audience.

To wrap up

50th ICCA Congress



Thank you!

Powerful Communication Strategies by Tina Altieri #icca11 MONDAY 24/10/11

Education

Transcript of Powerful Communication Strategies by Tina Altieri #icca11 MONDAY 24/10/11