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)
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