June 23, 2009 Michael Meath Strategic Communications, LLC “Jim, Is That A TV Truck Outside?” Effective Communication During Critical Times Executive Leadership Program Maxwell School of Syracuse University

Copyright © 2009 Strategic Communications, LLC 2 Overview SCLLC background and focus What do to when reporters call you How to reach the media with your story Practical application Discussion

Copyright © 2009 Strategic Communications, LLC 3 Strategic Communications, LLC Focus on organizations in transition Strategic Planning Crisis Communication Public Relations Government Relations Education, energy, healthcare, manufacturing, engineering, insurance, and human services

Copyright © 2009 Strategic Communications, LLC 4 Public relations experience Fires/explosions Hazmat vehicle accidents Missing patients Work stoppage by Strikes Workplace violence & suicide Layoffs Chapter 11 bankruptcies Sale of businesses Employee fraud Closing locations Hospital surgery errors Malfunctioning products Leadership changes No-confidence vote Tax-status threats Patient abuses Facility evacuations

Copyright © 2009 Strategic Communications, LLC 5 Sometimes, the news is good… “GAO issues positive report on ‘05 spending” “$1.5 million donated to Africa Action” “VA and PVA presents world’s largest annual wheel chair sports event” “World Bank names new regional director”

Copyright © 2009 Strategic Communications, LLC 6 And sometimes… it’s not “New York governor caught in prostitution sting” “Mayor accused of using city funds for personal travel” “Social service office shuts down after scandal” “Employees threaten finance director”

Copyright © 2009 Strategic Communications, LLC 7 Successful organizations

Copyright © 2009 Strategic Communications, LLC 8 Established Reputation News or Crisis Event Decisions Actions Preparation Additional Facts Public Reaction Resulting Reputation Managing your reputation

Copyright © 2009 Strategic Communications, LLC 9 How do you view the news media?

Copyright © 2009 Strategic Communications, LLC 10 How many people view the media Intimidating Out to get you Not truthful Only looking for the bad news Lazy

Copyright © 2009 Strategic Communications, LLC 11 How does the media see us?

Copyright © 2009 Strategic Communications, LLC 12 How the media sees most of us Don’t want them around us Defensive Try to hide the truth; even when it’s good Too arrogant Won’t teach them about our issues

Copyright © 2009 Strategic Communications, LLC 13 What’s important to a Reporter Deadlines Accuracy Their reputation Good sources of information Honesty Sound bites

Copyright © 2009 Strategic Communications, LLC 14 What to do when a reporter calls … or shows up Greet and isolate Find out questions and deadline  Control the deadline Take the “critical 10 minutes”  Determine what YOU want to say  No more than three things  Write them down  Find supportive material

Copyright © 2009 Strategic Communications, LLC 15 What to do when a reporter calls … or shows up Be positive… but don’t be slick  Make eye contact  Get names Answer the question… only Respond to all questions with YOUR answers Use silence effectively Don’t make up answers

Copyright © 2009 Strategic Communications, LLC 16 Effectively dealing with the media Respond to every inquiry  Use deadline to your advantage Do not respond with “No Comment” Don’t be bullied… be calm Correct misrepresentation; tactfully Respect cultural differences Evaluate the spokesperson following each interview

Copyright © 2009 Strategic Communications, LLC 17 The Designated Spokesperson Best to have one person to talk with media  And have only one backup Executive director/CEO should NOT be the primary spokesperson  But will be needed in “backstop” situations Provide media training for spokespersons and executive director/CEO

Copyright © 2009 Strategic Communications, LLC 18 The Designated Spokesperson Develops working relationships with media ahead of time Respects the public’s right to information Gains the confidence of and accessibility to your organization’s leadership Provides objective information and feedback to leadership Does not seek scapegoats – needs to be accountable Know your organization’s policy for dealing with media

Copyright © 2009 Strategic Communications, LLC 19 The ideal spokesperson Spokesperson Credible Accountable Objective Honest Good on their feet Confident Articulate Empathetic listener

Copyright © 2009 Strategic Communications, LLC 20 Communicating during a crisis Pre-plan likely scenarios Meet annually with public safety officials Know who’s on your “Crisis Team” Identify stakeholder groups Develop key messages early Prepare your organization’s leader… this is when you may need them

Copyright © 2009 Strategic Communications, LLC 21 Communicating during a crisis Talk with your employees first Communicate early to media Maintain consistency of message with all stakeholders. Correct wrong information in media Don’t answer every question Keep your constituents’ needs in mind

Copyright © 2009 Strategic Communications, LLC 22 …3 simple rules to remember 1. Take the “critical ten minutes” when the media calls or visits 2. Write down your three important points 3. Bridge every conversation back to them

Copyright © 2009 Strategic Communications, LLC 23 Proactive Media Engagement Three steps to successfully work with the media to communicate your message…

Copyright © 2009 Strategic Communications, LLC 24 Proactive media outreach - #1 Be sure your news has value Impact Timeliness Prominence Proximity Conflict Novelty

Copyright © 2009 Strategic Communications, LLC 25 Proactive media outreach - #2 Develop your message  Define your audience  Identify what they want to know  Listen for key words and phrases  Write a narrative to them  Pull out key words  Develop key messages  Build entire campaign around those messages

Copyright © 2009 Strategic Communications, LLC 26 Key audiences  Employees  Families  Union leaders  Retirees  Customers, clients  Vendors, contract employees  Board members  Shareholders  Financial partners  Government officials  Elected officials  Area residents  Regulatory bodies  Industry analysts  Media

Copyright © 2009 Strategic Communications, LLC 27 Proactive media outreach - #3 Distributing and tracking news Print, Web, Radio, TV Organization Events Connection to other news Social media is becoming a key driver and is now essential to your organization!

Copyright © 2009 Strategic Communications, LLC 28 Social media Know it – but use it carefully

Copyright © 2009 Strategic Communications, LLC 29 Using the formula Identify an organization in the news: Highest priority potential scenario Top three (3) audiences? Three (3) key messages? Spokesperson?

Questions? For more information: Strategic Communications, LLC