Handling the media and getting the message across An effective communications plan is vital Wednesday 29 November 2017

Public Affairs and Communications Introduction Over 20 years’ experience in PR and Public Affairs Particular expertise in political communications, stakeholder consultation and media relations. Prolific tweeter and fan of the Eurovision! Significant insight into crisis management Helped several organisations at key points when faced with difficult situations. Been close to several government figures and closely observed crisis management in this sphere. Johnny Fallon Public Affairs and Communications johnny@carrcommunications.ie © Carr Communications Ltd. 2017

An effective plan for media

A media plan – Why? A business must respond promptly, accurately and confidently during a crisis Reputation of a business is impacted by public perceptions of handling a crisis Regulators, stakeholders, customers need to be notified – Right time, right order essential Clarify spokespeople, and other roles in the event of a crisis Fail to prepare, prepare to fail © Carr Communications Ltd. 2017

Prevention Vs Prediction Prediction more important than prevention Media can be understanding of failings but never if it was predictable Risk registers, media monitoring and situation analysis should be standard practices within your organisation A strong Devil’s Advocate process must be established It will happen - must be able to respond promptly, accurately and confidently © Carr Communications Ltd. 2017

Media Plan - Objectives Protect your reputation – Strategic Positioning Clarity, consistency and understanding Identify threats and have messages/spokesperson ready Influencing behaviours and attitudes © Carr Communications Ltd. 2017

Listening Vs Broadcasting Putting the plan into action

Crisis Plan in Action 04 Know what stakeholders, media and public expect 01 Understand what happened (gather all the facts) 05 Develop a brief, factually correct series of statements 02 Identify your allies – Contact them, inform them, work with them . 06 Release your statement – and keep them regular 03 Identify your threats – Stay ahead of them 07 Be prepared to answer media/stakeholder queries © Carr Communications Ltd. 2017

Managing the Media during a Crisis Be honest and open Ensure you have all the facts Provide useful information – fill the gaps Ongoing and continuous engagement Be ready to clarify © Carr Communications Ltd. 2017

Managing the Media during a Crisis Be available Know where people are getting information and interact on those channels © Carr Communications Ltd. 2017

Working with the Media Understand the pressures Media is under and the desire for news Whatever has happened – it will get out If a situation demands emotion then show emotion – mirror the mood Have a firm sight of a positive outcome – Media must be able to see this This is your job – you do not get to be tired or lethargic on camera Never EVER say ‘No Comment’ © Carr Communications Ltd. 2017

The need for real-time information Fake news The need for real-time information

Social media is the media Everybody is now a journalist Commentary, experiences and stories While you are gathering facts – they are commenting Therefore your team must have the instinct and understanding of the public Training Proactive approach Develop intuition, understanding and empathy Trust, credibility and relationships © Carr Communications Ltd. 2017

Get the language right Alton Towers – Isn’t vs Shouldn’t Dublin Bus – the value of sorry © Carr Communications Ltd. 2017

Using the right channels Know the audience

Reaching your Audiences - Channels Website Understand it, who uses it and what for Good for ‘standing information’ – road closures, collection points, notices Traditional media Urgent information Discussion and debate Comfort and control Social Media Real-time, fast moving BBC – Whatsapp in West Africa Influencers © Carr Communications Ltd. 2017

Case Studies Kevin Spacey United Airlines Government 2017 © Carr Communications Ltd. 2017

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