1. YEO Pre-Convention Meeting Salt Lake City, 2007
Rotary Youth Exchange
MEDIA TRAINING:
Dealing with the Media
in a Crisis
YEO Pre-Convention Meeting Salt Lake City, 2007
Moderator: Dennis White Panelists: Ivan Vianna David Alexander

2. MEDIA TRAINING: Dealing with the Media in a Crisis
Rotary Youth Exchange
MEDIA TRAINING:
Dealing with the Media
in a Crisis
Outline: Introduction of panelists - Dennis Why This Is Important - Dennis Basics of Media Relations - David A Case Study - Ivan Specific Techniques - Dennis Summary, Questions, Discussion - All

3. Why this is Important Crises Happen!
Rotary Youth Exchange
Why this is Important
Crises Happen!
1. Death of a student – accident, illness, homicide, suicide.
Serious injury to a student.
A missing student – lost, abducted, runaway, etc.
Abused student – physically, emotionally or sexually.

4. Why this is Important Crises Happen!
Rotary Youth Exchange
Why this is Important
An exchange student is accused of criminal behavior.
Allegations of any kind of scandal within the YE Program or any club.
Injury, accident or other harm coming to a Rotarian or host family member involved in a YE activity.
Crises Happen!

5. Why this is Important Crises Happen!
Rotary Youth Exchange
Why this is Important
Crises Happen!
In addition to managing the crisis itself, there is often Intense Media Attention
(sometimes called a feeding frenzy)

6. Why this is Important Crises Happen! Intense media attention
Rotary Youth Exchange
Why this is Important
Crises Happen!
Intense media attention
The media coverage can become the crisis

7. Why this is Important The good news is…
Rotary Youth Exchange
Why this is Important
The good news is…
The crisis can become a positive opportunity to promote Rotary and Youth Exchange
But it will not happen by chance – we need to be prepared

8. Rotary Youth Exchange
Caution
A strategy for dealing with the media (crisis media plan) is not a substitute for a crisis management plan
If you do not have a crisis management plan, it may be time to…

9. Rotary Youth Exchange
Caution
Panic!

10. David Alexander Media Relations Rotary International
Rotary Youth Exchange
David Alexander Media Relations Rotary International

11. A Case Study Ivan Vianna District 4760 Brasil
Rotary Youth Exchange
A Case Study Ivan Vianna District 4760 Brasil

12. Would you trust this man?
Rotary Youth Exchange
Would you trust this man?

13. Would you trust this man?
Rotary Youth Exchange
Would you trust this man?

14. Some Useful Techniques
Rotary Youth Exchange
Some Useful Techniques

15. Some Useful Techniques
Rotary Youth Exchange
Some Useful Techniques
Control the difficult questions
Learn to Bridge (transitioning from a difficult question to the message you want to deliver)– remember ABC – Answer, Bridge, Context
Question:
“Aren’t there dozens of cases of allegations of abuse from years ago, just coming forward?”

16. Some Useful Techniques
Rotary Youth Exchange
Some Useful Techniques
Rotary takes any allegation, past or present, very seriously
It would be inappropriate to comment on any specific case that might be under investigation
But let me tell you about our comprehensive Youth Protection Policy…

17. Some Useful Techniques
Rotary Youth Exchange
Some Useful Techniques
It’s best to address a question briefly then smoothly bridge back to your “message track”
Don’t use “No comment” or “I can’t answer that”
Instead explain why you can’t answer and bridge a topic or message point that’s in your “home base”

18. Some Useful Techniques
Rotary Youth Exchange
Some Useful Techniques
If you get where you don’t want to go
– BRIDGE!
Controversy Your Message
BRIDGE

19. Some Useful Techniques
Rotary Youth Exchange
Some Useful Techniques
Rotary takes any allegation, past or present, very seriously
It would be inappropriate to comment on any specific case that might be under investigation
But let me tell you about our comprehensive Youth Protection Policy…

20. Some Useful Techniques
Rotary Youth Exchange
Some Useful Techniques
Remember your ABC’s – Answer – Bridge – Context
And… PRACTICE

21. YEO Pre-Convention Meeting Salt Lake City, 2007
Rotary Youth Exchange
MEDIA TRAINING:
Dealing with the Media
in a Crisis
YEO Pre-Convention Meeting Salt Lake City, 2007
Moderator: Dennis White Panelists: Ivan Vianna David Alexander