june 23, 2009 michael meath strategic communications, llc “jim, is that a tv truck outside?”...

June 23, 2009

Michael MeathStrategic Communications, LLC

“Jim, Is That A TV Truck Outside?”

Effective Communication During Critical Times

Executive Leadership ProgramMaxwell School of Syracuse University

2Copyright © 2009 Strategic Communications, LLC

Overview

SCLLC background and focus What do to when reporters call you How to reach the media with your story Practical application Discussion


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


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


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”


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”


Successful organizations


Established Reputation

News or

Crisis Event Decisions

Actions

Preparation

AdditionalFacts

PublicReaction

ResultingReputation

Managing your reputation


How do you view the news media?


How many people view the media

Intimidating Out to get you Not truthful Only looking for the bad news Lazy


How does the media see us?


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


What’s important to a Reporter

Deadlines Accuracy Their reputation Good sources of information Honesty Sound bites


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


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


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


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


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


The ideal spokesperson

Spokesperson

Credible

Accountable

Objective

HonestGood on their feet

Confident

ArticulateEmpathetic listener


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


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


…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


Proactive Media Engagement

Three steps to successfully work with the media to communicate

your message…


Proactive media outreach - #1

Be sure your news has value Impact Timeliness Prominence Proximity Conflict Novelty



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


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



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!


Social media

Know it – but use it carefully


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, LLC315.463.2325www.stratcomllc.com

june 23, 2009 michael meath strategic communications, llc “jim, is that a tv truck outside?”...

Documents

reputation slide

llc jim

finance director slide

supportive material

bad news lazy slide

news media

established reputation

reporter deadlines accuracy