The ‘Rules of the Road’The ‘Rules of the Road’for for

Church SpokespersonsChurch Spokespersons

bybyBarry McLoughlin & Laura PeckBarry McLoughlin & Laura Peck

McLoughlin MediaMcLoughlin Media

Ottawa CanadaOttawa Canada Washington DCWashington DC

ObjectivesObjectives

Focus on news – particularly ‘earned’ Focus on news – particularly ‘earned’ mediamedia

How to be an effective spokesperson for How to be an effective spokesperson for the Churchthe Church

Risk and crisis communicationsRisk and crisis communications

Be Proactive WhenBe Proactive When

you’ve got a story to tell which is important you’ve got a story to tell which is important to your credibility to your credibility

it’s a positive story but waiting for the it’s a positive story but waiting for the media to call is unrealisticmedia to call is unrealistic

it’s a negative story and will inevitably it’s a negative story and will inevitably emerge; but you want to control the emerge; but you want to control the announcementannouncement

Media FramesMedia Frames

The media have some natural ‘frames’ they use to The media have some natural ‘frames’ they use to tell their stories…tell their stories…

the little guy against city hallthe little guy against city hall

hypocrisy – say one thing do anotherhypocrisy – say one thing do another

IncompetenceIncompetence

Unusual, unexpectedUnusual, unexpected

unfairness, outrageunfairness, outrage

Issues in the MediaIssues in the Media

Turn the telescope around – from focusing Turn the telescope around – from focusing on the Church to focusing on the issueson the Church to focusing on the issuesWho do we have as expert ‘talking heads’ Who do we have as expert ‘talking heads’ on those issues?on those issues?If we proactively focus on these ‘hard If we proactively focus on these ‘hard news’ issues, we can bring to bear news’ issues, we can bring to bear Catholic sensibilities on themCatholic sensibilities on themThe result can be a powerful, reinforcing, The result can be a powerful, reinforcing, ongoing positioning of the Church and its ongoing positioning of the Church and its teachings – without making the Church the teachings – without making the Church the issue!issue!

A Proactive ApproachA Proactive Approach

Planned effort involving a “story”, Planned effort involving a “story”, a strategy, and a plana strategy, and a plan‘‘Feature’ or ‘soft news’ story Feature’ or ‘soft news’ story Requires relationship-building Requires relationship-building over timeover timeChoose: an all-media approach Choose: an all-media approach (for major story) or offer the story (for major story) or offer the story to a selected journalist (for feature to a selected journalist (for feature piece)piece)

Website Management

Manage themessage… get the

message out.

Identify Third PartySupporters

Anticipate andmeet journalists’

needs

Set up & operate DirectParish/Diocesan Channels

Manage perceptions& expectations

Proactive Communications FocusProactive Communications Focus

ProactiveCommunications

Focus

Pro-Active Tools & ActivitiesPro-Active Tools & Activities

Information-for-fileInformation-for-file

Letters-to-the-editorLetters-to-the-editor

Backgrounders and fact sheetsBackgrounders and fact sheets

News releaseNews release

Media kitMedia kit

Media ToursMedia Tours

Web siteWeb site

Keys to Effective Media Keys to Effective Media RelationsRelations

Build relationships over timeBuild relationships over time

Get to know your media Get to know your media

Be strategic in your approachBe strategic in your approach

Invest the time to prepareInvest the time to prepare

Shifting Off the DefenceShifting Off the Defence

Merely reacting well is not good enough.Merely reacting well is not good enough.

Political Axiom: “Even when you’re doing Political Axiom: “Even when you’re doing well on your critic’s issues, you’re already well on your critic’s issues, you’re already losing…”losing…”

A CreA Credible Spokespersondible Spokesperson

- is knowledgeable…plugged in..is knowledgeable…plugged in..- speaks from the heart- speaks from the heart

- conveys caring, empathy, conveys caring, empathy, conviction, a sense of authenticity.conviction, a sense of authenticity.- not a plastic, prepackaged, bland, - not a plastic, prepackaged, bland, slick ‘talking head’ spin doctorslick ‘talking head’ spin doctor

When the issue is hot….or the When the issue is hot….or the Church is in trouble…..Church is in trouble…..

Lower the emotions Lower the emotions surrounding the issuesurrounding the issue

Establish credibility for Establish credibility for the the ChurchChurch

Stop the flow of negative Stop the flow of negative storiesstories

The McLoughlin WedgeThe McLoughlin Wedge®®

InitialBrief Answer

Elaborate

Further Expansion

STOP

STOP

Initial Question

Tracking Question

Follow-up Question

State Your Message

Support It

Illustrate It

Bridging and DeflectingBridging and Deflecting

Reporter’s Reporter’s QuestionQuestion

1. Acknowledge1. Acknowledge oror2. Refute2. Refute

STEP ONE:STEP ONE:

STEP TWO: BridgeSTEP TWO: Bridge

STEP THREE:STEP THREE:Your Message Your Message

TrackTrack

BridgesBridges

““Let’s look at this from another Let’s look at this from another perspective and that is…”perspective and that is…”

““Have you considered an equally Have you considered an equally important question and that is…?”important question and that is…?”

““That’s merely one part of a much That’s merely one part of a much bigger issue…”bigger issue…”

““Let’s not lose sight of the underlying Let’s not lose sight of the underlying reality which is….”reality which is….”

Avoiding Out-of-Context QuotesAvoiding Out-of-Context Quotes

Be 100% consistentBe 100% consistent

Avoid off-hand commentsAvoid off-hand comments

Prepare self-contained quotesPrepare self-contained quotes

Repeat quotes and key messagesRepeat quotes and key messages

Try not to be accidentally interestingTry not to be accidentally interesting

Be intentionally interesting!Be intentionally interesting!

Source of the ‘believed message’Source of the ‘believed message’(When people see you)(When people see you)

Source: UCLASource: UCLA

55% Visual55% Visual

38% Vocal38% Vocal

7% Verbal7% Verbal

When people only hear When people only hear you...you...

84% Vocal 84% Vocal Tone and Tone and DeliveryDelivery

16% Verbal16% Verbal

The Spokesperson’s FocusThe Spokesperson’s Focus

Remember you are NOT talking to the Remember you are NOT talking to the media - you are talking to the publicmedia - you are talking to the public

Stress the positives or the action Stress the positives or the action you’re takingyou’re taking

Focus on your issues - Focus on your issues - don’t just react to othersdon’t just react to others

Speak from the heartSpeak from the heart

Definition of a CrisisDefinition of a Crisis

An event, revelation or allegation which An event, revelation or allegation which threatens the integrity, reputation, or threatens the integrity, reputation, or survival of an individual or organization. It survival of an individual or organization. It challenges the public's sense of safety, challenges the public's sense of safety, values or appropriateness. values or appropriateness.

Crisis CommunicationsCrisis CommunicationsThe focus of crisis communications is to The focus of crisis communications is to rapidly de-escalate the crisis through rapidly de-escalate the crisis through timely and effective communications timely and effective communications methods.methods.

6 Crisis Concepts6 Crisis Concepts

1. In a crisis, issues mutate1. In a crisis, issues mutate

2. A crisis occurs with little or no 2. A crisis occurs with little or no warningwarning

3. The media are not the sole channel3. The media are not the sole channel

4. It is easy to manage the wrong 4. It is easy to manage the wrong issueissue

6 Crisis Concepts6 Crisis Concepts

5. The media can help or hinder your 5. The media can help or hinder your responseresponse

6. If you wait until you know 6. If you wait until you know everythingeverything, , you’ll never say you’ll never say anythinganything

10 Principles of Crisis 10 Principles of Crisis CommunicationsCommunications

1. Be proactive1. Be proactive

2. Designate a single spokesperson2. Designate a single spokesperson

3. Communicate early and often3. Communicate early and often

4. Encourage the “front door” approach4. Encourage the “front door” approach

5. Get ahead of the curve5. Get ahead of the curve

10 Principles of Crisis 10 Principles of Crisis CommunicationsCommunications

6. If there is bad news to come - YOU 6. If there is bad news to come - YOU announce itannounce it

7. Get all the bad news out at once7. Get all the bad news out at once

8. Don’t “Break into jail”8. Don’t “Break into jail”

9. Quit while you’re behind9. Quit while you’re behind

10. Mop up after the mess10. Mop up after the mess

Expert Definition of RiskExpert Definition of Risk

Amount of Hazard X Likelihood of Amount of Hazard X Likelihood of Occurrence = RiskOccurrence = Risk

New Definition of RiskNew Definition of Risk

Amount of Hazard + Outrage = RiskAmount of Hazard + Outrage = Risk

Risk IssueRisk Issue

A threat to life, health, safety and/or the A threat to life, health, safety and/or the environmentenvironment

Risk ManagementRisk Management

Systematic identification and analysis of Systematic identification and analysis of risks and ways to control themrisks and ways to control them

Risk CommunicationsRisk Communications

Interactive exchange of information and Interactive exchange of information and opinion concerning risk.opinion concerning risk.

Risk CommunicationsRisk Communications

Includes activities such as:Includes activities such as:- issues and stakeholder identificationissues and stakeholder identification- facilitating engagement among stakeholdersfacilitating engagement among stakeholders- building consensus around the appropriate risk building consensus around the appropriate risk

management decisionmanagement decision- delivering timely and appropriate messagesdelivering timely and appropriate messages- working with the mediaworking with the media- Interactions among stakeholdersInteractions among stakeholders- monitoring and evaluating public dialoguemonitoring and evaluating public dialogue

DefinitionsDefinitionsRisk – an actual, perceived or potential threat to life, Risk – an actual, perceived or potential threat to life, health, safety or the environment. It usually includes health, safety or the environment. It usually includes elements of high threat and low trustelements of high threat and low trust

Goals of Risk Goals of Risk CommunicationsCommunications

–to overcome panic and fearto overcome panic and fear

–to establish credibility for the to establish credibility for the organizationorganization

Perception of RiskPerception of Risk

Most dangerous mode of transportation:Most dangerous mode of transportation:– Experts….carsExperts….cars– Non-experts - planesNon-experts - planes

How the Public How the Public Perceives RiskPerceives Risk

The public tends to:The public tends to:

Over-estimate the frequency Over-estimate the frequency and danger of rare risksand danger of rare risks

Under-estimate the frequency Under-estimate the frequency and danger of everyday risksand danger of everyday risks

Perception/ExpectationPerception/Expectation

If the public perceives something as high If the public perceives something as high risk, they will act on that perceptionrisk, they will act on that perception

Don’t raise expectations that can’t be Don’t raise expectations that can’t be attainedattained

Managing both perception and Managing both perception and expectations is key to gaining expectations is key to gaining understanding and supportunderstanding and support

Top Three Sources of Risk Top Three Sources of Risk InformationInformation

The mediaThe media

Advocacy groupsAdvocacy groups

Opinion leadersOpinion leaders

Six Factors Which Six Factors Which Influence the Public Influence the Public Acceptability of RiskAcceptability of Risk

1.1.ChoiceChoice

2.2.FamiliarityFamiliarity

3.3.Similar EventsSimilar Events

4.4.PowerPower

5.5.ConsultationConsultation

6.6.SpokespersonSpokesperson

The Strategy will Help The Strategy will Help IdentifyIdentify

The nature of the risk issueThe nature of the risk issue

The key stakeholdersThe key stakeholders

The core messagesThe core messages

The communications initiatives and toolsThe communications initiatives and tools

The mechanisms to evaluate the strategyThe mechanisms to evaluate the strategy

What to Watch ForWhat to Watch For

Any reduction of public safety tends to Any reduction of public safety tends to trigger outragetrigger outrage

Actions speak louder than words; trust is Actions speak louder than words; trust is built over timebuilt over time

Acting quickly and responsibly does not Acting quickly and responsibly does not mean you are admitting legal responsibilitymean you are admitting legal responsibility

What to Watch ForWhat to Watch For

Just because the public is ‘non-expert’ doesn’t Just because the public is ‘non-expert’ doesn’t mean they are stupid.mean they are stupid.If the hazard level is low, the risk can still be If the hazard level is low, the risk can still be significant in the public’s viewsignificant in the public’s viewWhen the sense of indignation is high, the public When the sense of indignation is high, the public may not be listening to dry numbers and may not be listening to dry numbers and statistics. You could be talking the language of statistics. You could be talking the language of ‘morals’ – ‘power’, greed’ etc‘morals’ – ‘power’, greed’ etcIn order to be heard the sense of outrage must In order to be heard the sense of outrage must be reduced.be reduced.

3 Guiding Principles3 Guiding Principles

1.1. Consultation is key to credibilityConsultation is key to credibility

2.2. Communications must be open and Communications must be open and coherentcoherent

3.3. Understanding risk perception is Understanding risk perception is essentialessential

Risk Comm. Strategy GoalsRisk Comm. Strategy Goals

Identifying, listening & providing Identifying, listening & providing informationinformation

Shared understanding of risks & Shared understanding of risks & consequencesconsequences

Development of shared goals Development of shared goals

Acceptance of principlesAcceptance of principles

Achieving consensus behind decisionAchieving consensus behind decision

Centers for Disease Control – Advice in a Centers for Disease Control – Advice in a

CrisisCrisis  

Communicate with the public right away, Communicate with the public right away, even before the facts of a situation are even before the facts of a situation are known.  known. 

Succeeding does not mean having all the Succeeding does not mean having all the answers, it means demonstrating that answers, it means demonstrating that there is a system in place responding to there is a system in place responding to the crisis.  the crisis. 

Structure of Your StatementStructure of Your Statement

Express empathy—acknowledge people’s Express empathy—acknowledge people’s concerns and fears.concerns and fears.  Share what you know.  Confirm facts and Share what you know.  Confirm facts and discuss the action steps underway.  Be as discuss the action steps underway.  Be as candid as possible.candid as possible.Be frank and forthcoming about the unknowns Be frank and forthcoming about the unknowns and describe plans to fill in knowledge gaps.and describe plans to fill in knowledge gaps.  State the Church’s commitment to helping State the Church’s commitment to helping people through the crisis.people through the crisis.Tell people where they can get more information Tell people where they can get more information and when you will be back in touch with themand when you will be back in touch with them

Several CautionsSeveral Cautions

Media are not your mouthpiecesMedia are not your mouthpieces

Reporters hate being manipulated or lied Reporters hate being manipulated or lied toto

Media look for an angle. Media look for an angle.

Try to anticipate how Try to anticipate how

they will play thethey will play thelatest wrinklelatest wrinkle

Several CautionsSeveral Cautions

Media are not your mouthpieces. Media are not your mouthpieces. They will not automatically cover They will not automatically cover your story or focus on what you think your story or focus on what you think they shouldthey should

Be straightforward. Don’t string them Be straightforward. Don’t string them along. Reporters hate being along. Reporters hate being manipulated.manipulated.

Both parties deserve respectBoth parties deserve respect

SummarySummary

Work with the media - not against themWork with the media - not against them

““Give to get” - cooperateGive to get” - cooperate

Know their deadlinesKnow their deadlines

Be friendly. But if you need a friend, get a Be friendly. But if you need a friend, get a dog” dog” (Harry S. Truman)(Harry S. Truman)