Managing Negative Perceptions

Managing Public Perception and
Avoiding (?) Negative Press
Boyd Neil
boyd.neil@hillandknowlton.ca
www.boydneil.com
@boydneil

what Reporters Report
news (?)
supporting data and examples
quotable quotes
human interest
controversy (both sides always)

‘boxing’ negative media
agree what media ‘success’ means in a controversial environment
story reported accurately (defined realistically)
story angle aligned more or less with yours
key messages are prominent
you’re not quoted as saying anything negative or counterproductive
message discipline
strong, clear and sympathetic to stakeholder concerns

‘boxing’ negative media
help others speak for you
third-party experts, supportive citizen activists, bureaucrats and politicians
media will look for them anyway
go direct to stakeholders
a media story is always filtered
develop stakeholder information and engagement plans in parallel with media plan
provide alternative/easily accessible sources of information
use your website
use social media

55%
89%
65%
Cision /Masters Degree Program in Strategic Public Relations at George Washington University, 2009
Survey of 371 journalists

Managing public perception

The new advocacy
A (r)evolution in Civic Engagement

“The heart of dialogue is a simple but profound capacity to listen. Listening requires we not only hear the words, but also embrace, accept and gradually let go of our own inner clamoring.”
William Isaacs

William Isaacs, Dialogue: The Art of Thinking Together, 1999

Managing Negative Perceptions

by Boyd Neil on Jan 27, 2010

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Managing Negative Perceptions — Presentation Transcript