Download
1 / 34
340 likes | 427 Views
Media engagement & Crisis communications. Presented by: Kristin Williams Executive Director, Nova Scotia SPCA. Session Description. Media Engagement and Crisis Communications
E N D
Media engagement & Crisis communications Presented by: Kristin Williams Executive Director, Nova Scotia SPCA
Session Description Media Engagement and Crisis Communications This session will explore the top ten tips for media engagement and how to identify your “point of difference positioning” and maintain top-of-mind- awareness in a competitive media market. The session will also outline how to create and execute a crisis communications action plan to ensure that your organization is prepared, can mitigate risk and preserve and protect your business objectives. Kristin Williams has over 15 years’ experience in crisis communications and media management and has done over 5,000 interviews with regional, provincial, national and even international media. She is familiar with corporate and non-profit environments and has tackled serious and sensitive hot topics with some of the most hard-hitting media giants in the industry. Kristin will help you learn how to improve your media profile and generate a competitive edge.
Introductions Kristin Williams Media bio • Coaching and support a network of locally and provincially governed branches • Executive board member of the Federation of Community Organizations (FOCO) • Active member of the Project Advisory Committee for the creation of a non-profit HR sector council • Academic research focus on non-profit sustainability • Participated in over 5,000 media interviews • Experience with local, regional, provincial, national and international markets • Experience in corporate and non-profit environments • Extensive crisis management experiences including sensitive and hot topics • Coached by Emmy-award winning, 25 year veteran journalist
Agenda Point of difference positioning Top 10 media strategies Crisis communications action planning Roles and responsibilities Top 5 Winning Tactics Quick reminders Questions
Point of Difference Positioning In order to compete in a cluttered media marketplace, it is important to distinguish your organization. Consider the aspects, programs, services or individuals that are unique. What do you do that no one else does? What makes your organization special and important? Advancing your media message should also advance your mission and mandate!
1. Honesty: Don’t Ever Lie! • Don’t dodge the tough questions – prepare and be ready for them. • Don’t lie, because it hurts your credibility and the organization and sector you represent • What you say lives forever! • News travels instantaneous. • It is fine to say you do not know. • Speculating is dangerous.
2. Accessibility: Be Available and Be Prompt • Do not send a release out and then not be available or accessible to the media. • It is important to be responsive – it will give you a competitive edge. • Always provide the media with an accessible email and phone number. • Have a back up spokesperson available if necessary. • Always be prompt – media are on a deadline! • Don’t pick and choose what to be available for. Media see that as opportunistic. You can’t be available for all the good stories then dodge them on the tough issues. You will lose loyalty and credibility.
3. Make a Mistake? Fix it! • If you make a mistake, correct it. • If the media makes a mistake, correct it! • Mistakes do happen and they can often be easily resolved.
4. Be Open and Transparent • There is nothing more suspicious than being mysterious or evading the media. • By evading the media, you are evading the public! • The more transparent you are about your operations, the easier it is to manage public interest and scrutiny. • If you can’t answer a question just say so. • Don’t ever say “No Comment.” Chances are you can say something!
5. Be Your “Authentic” Self • Be yourself. It is important to talk in your own words and in your own way. This builds credibility and the public responds more favourably to people that act like people! • It is okay to be emotional to an extent. You need to be in control of your emotions however so that you can still be effective with your message. • Your demeanour should be consistent with the issue you are discussing.
6. Exploit Your Connections • If you have a rapport with a member of the media, exploit it. Reporters have the ability to influence coverage. • But…Don’t play favourites and exclude others – that will build resentment.
7. Referrals are Reciprocated • If you can’t directly help with a story, be a resource for the media. Put them in touch with someone else or make a suggestion about what they might do next. This will keep you in mind for next time, convey your desire to be collaborative and may even benefit your organization by being included directly or indirectly in other stories. • This is a particularly advantageous strategy if you are trying to build profile and connections and trying to ensure your organization or cause maintains a top-of-mind position in a cluttered news environment.
8. Make it Easy • Have copy notes and quotes ready. • Consider a shot list – what elements do you want the media to show? • Have photos ready and available for print media – especially if they can’t send a photographer. • Consider having b-roll on standby for a back up plan. • Provide access to the elements or people of the story that will make it interesting and appealing. • Preparing all of these elements can improve coverage quality and even the length of the story, and the media will remember you for next time!
9. Know Your Stuff • Do your homework. Be the expert of your organization! • Understand any possible slants or bias that exists. • Research what a particular reporter has covered in the past and tease out their style and approach. • Understand what you are talking about. Be knowledgeable! Make sure you have all the details that you need to be an effective resource for your organization or cause.
10. Appearance Does Matter • Appearance can make a positive professional impression. Dress for success! • Even in radio, professionalism comes across. • Choose your words purposefully and speak clearly and succinctly. Being concise with media is important because they are looking for quick and easy to use “sound bites” and quotes.
Crisis Communications What is a crisis communications action plan? A plan or strategy is necessary when an event or incident will result in a strong public response and/or media interest. It may also be necessary to manage stakeholder expectations and mitigate business risk including possible legal action. A plan should be designed to respond to media or public inquiries related to the roles or activities of the organization.
What should be in a plan? Step 1: Define a crisis Step2: Activation • Determine the conditions or criteria that would necessitate a strategy. • It may be a disaster, emergency or significant issue that could result in media/public attention or even litigation • Who will have the authority to activate the plan? • What conditions will necessitate activation and are these clearly outlined?
What should be in a plan? Step 3: Notifications Step 4: Approvals • Who will be notified in the event of a crisis and the initiation of the plan or strategy? • Who will provide regular and relevant updates? • Who shall be the point person and approve key messages or speak on camera? • Who will supervise over all aspects of the communication’s plan • Some may play multiple roles.
What should be in a plan? Step 5: Logistics Step 6: applications • The implementation of plan or strategy may necessitate several locations (physical and virtual). • Give consideration around how internal communication will be effectively managed. • There may be other incidents or events of a different scale, which may necessitate the implementation of parts of your overall plan. • Consider those circumstances and conduct a risk analysis.
Roles and Responsibilities: Primary Spokesperson • Develop key messages • Liaise with other agencies involved • Identify media slant and bias/consider fall out • Create position statements and Q&A for media, public, staff/volunteers • Determine media assets (releases, statements, b-roll, stills or shot list) • Respond to media inquiries and provide interviews • Analyze media coverage and editorial values • Provide counsel regarding perception of media and public to critical stakeholders (i.e. board) • Delegate, brief and supervise secondary spokespeople as necessary
Roles and Responsibilities: Communications’ Team • Distribute media assets (releases, statements, b-roll, stills) • Escort media and coordinate interviews and coverage based on approved shot list • Respond to public inquiries and inquires from staff and volunteers • Distribute internal briefings (Q&A etc.) • Acquire media clips • Keep social media channels, phone tree, website messages up to date • If necessary, designate a specific email, phone number for inquiries for public and media
Quick Reminders Do… Don’t… • Be concise, knowledgeable and responsive. • Make meaningful connections. • Be honest, open, genuine and transparent. • Use social media – media and public are often inspired by it. • Be impatient or pushy! • Hate the media! They are your connection to the public. • Be evasive or hostile. • Take out your feelings over an event or issue with the media. They are just doing their job!
Top Five Winning Tactics • If there is space, fill it. Live TV and radio often provides opportunity to own the message. • Piggyback messages. If you have the opportunity to promote another related message, do it. Maximize the opportunity. • Use a written statement if you are concerned about slant or bias or legal issues. • Use the right spokesperson. Usually a consistent executive figure who has a rapport is excellent, but sometimes a story is more impactful if someone closer to the issue provides the interview. • It is okay to show emotion – in the right context! Professionalism is important, but where matters touch the heart, it is okay to show that we are also touched by the same issues. Sincerity is critical.
