no surprises media management april 29 (10:30 a.m. – 12:00 p.m.) alyn edwards, peak communicators...
TRANSCRIPT
No Surprises Media ManagementApril 29 (10:30 a.m. – 12:00 p.m.)
Alyn Edwards, Peak Communicators& John Barry, BC Transit
Today’s Objectives
• Learn to embrace a ‘no surprises’ media management culture
• Understand what the media needs & your important role
• Look for opportunities
Quick survey . . . show of hands• In your current role . . .
‣ Who has managed a media issue or crisis?
‣ Who has done a media interview?
‣ Who has had media training?
‣ Who uses or monitors social media?
Surprise!!!!!• What to avoid . . .
‣ Your ‘email’ becomes a headline‣ Your boss gets ‘the call’ from her/his boss‣ TV cameras show up uninvited at your office‣ Angry customer tweets #BCTransitFAIL
Build a ‘No Surprises’ culture • Communication, Communication,
Communication!
‣ Are your ‘Spider Senses’ tingling?‣ Keep antenna up; scan constantly‣ Alert people who need to know‣ Work as a team; no ‘silos’ ‣ Sing from the same song sheet
Issues Management Toolbox• Inputs: staff, customers, news, FOI requests, social media
• Monitoring: media & social
• Issue Tracker & Issue Notes: key messages
• Corporate Spokesperson: media relations
• Expert ‘SMEs’: build credibility
• Build Relationships: partners, gov’ts
Key themes• Reputation management• Media can be managed, but not controlled• First one out with info controls the message• Must have prepared spokespeople• Need a workable crisis comms plan• Constant communication with stakeholders• Look for positive publicity; make deposits to the
bank of goodwill
Case Study 1 - SkyTrain
One SkyTrain incident after another
• http://globalnews.ca/news/1464385/skytrain-goes-down-again-due-to-a-technical-issue/
• Lack of communication• SkyTrain employees invisible• No effective crisis communications plan• Tested with simulated crisis?• High turnover in communications
Case Study 2 – Turning a crisis into a landslide of client goodwill
The Crisis • Receive a call early Sunday morning
‣ Media & clients calling‣ Canada West Veterinary Specialists‣ Asking about former employee charged with
bestiality‣ Client with Rottweiler is crying‣ National media coverage‣ Reputation plunging
Negative coverage
Action• Gather facts• Develop three key messages
‣ Fired two years before‣ Only sterilized surgical equipment‣ Constant supervision/no access to animals
• Media training: veterinarian spokesperson• Mainstream & social media monitoring• Strong need for positive publicity
Enter Rumble Family spent $3,500 on dog but still
need expensive operation Hospital donates services TV & newspapers do positive stories Immediate calls offering donations Suggest donations go to hospital Four days later, phone call about dog
shot in a break-in
Landslide of positive publicity• Three separate news releases with widespread media
coverage
• Photos posted on website downloaded by media
• $$$$ pour in to hospital = $25,000
• Social media postings & calls to hospital tremendously positive
• Populate newsroom on hospital website
PR Daily Award
Crisis Communication• Plan is essential • Internal & external communications• Trained spokesperson• Monitor media & reputation• Identify & prioritize all issues• Fact sheets ready to go• Crisis management team• Simulation testing
Building reputation• Ongoing deposits to the bank of goodwill• Mine for news• Develop relationships with media• Ask for positive coverage• Use social media to share stories• Never miss an opportunity to look good• Measure the results
The Power of Social Media
Images = Power• More impact than words• Emotional . . Immediate• Provocative . . 24 x 7
TwitterWhat do you see?
What really happened . . . • Tweeter is publisher of Black Press (BC
community newspapers)• Some truth to photo . . . • Passenger was aggressive . . . but . . . • Operations confirmed medical emergency• Behaviour (yelling) was result of his
condition (low blood sugar) which he had no memory of
facebook: Accusations!
What really happened . . . • Person’s concerns acknowledged• Investigation: driver suspended with pay• Repeated offers to follow up (no response)• Conclusion:
‣ Interviews with operator‣ Operator had clean performance record ‣ No evidence that allegations had any truth‣ Dismissed as a frivolous complaint
facebook: Racism? Threats?
Swift reaction! Emotions high!
What resulted?• Concerns by people acknowledged• facebook Grapevine swift: even some local
politicians contacted GM Operations with Qs• Operations did thorough investigation• Follow up interviews with several
eyewitnesses & the operators• Results:
‣ Impact on operators ‣ Follow up with complainant & eyewitnesses who filed
complaints
When not to engage . . . counter balance
YouTube: Love Bus Hijacked
YouTube Justice System• Same title as Vietnamese reality TV show• Convinced YouTube to remove our video -
“copyright infringement”• No advance warning . . . Gone!• YT – 3 strikes & you’re out!• Had to counter file with YT & wait• Mysterious message 4 months later
Say what?
Reputations at risk . . . • Parody accounts . . . Rogue websites
Short-lived 2012 attempt . . .
Protecting our brand . . . • Feb. 2015 – We asked facebook to shut
down unauthorized Dawson Creek page
• Feb. 2015 – City of Abbotsford & BC Transit request website shut down for www.abbotsfordtransit.com
It’s not all bad . . . Feel the love
People can be amazing!
Wrap up . . . • No surprises = Communication!
• You are the eyes & ears in protecting organizational reputation
• Media is not just bad news . . . look for opportunities
Thank you . . . Questions . . .