1. Issue Management Crisis Communications Media Relations Community Relations Litigation Communications Media Relations Michigan Veterinary Medical Association Power of Ten Leadership Academy September 25, 2013

2. Issue Management Crisis Communications Media Relations Community Relations Litigation Communications Media Relations 101 Martin Waymire Advocacy Communications Amy Morris, APR Sr. Account Executive

3. 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:

4. 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

5. 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.

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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.

12. 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

13. 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.

14. 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.

15. 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

16. 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.

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. Issue Management Crisis Communications Media Relations Community Relations Litigation Communications Questions?