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Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
Communicating in a Time of Crisis
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Communicating in a Time of Crisis

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Getting to know your relevant media outlets and contacts is a critical step to take before disaster strikes. In this presentation, you'll learn how mainstream media is evolving (and how that affects …

Getting to know your relevant media outlets and contacts is a critical step to take before disaster strikes. In this presentation, you'll learn how mainstream media is evolving (and how that affects your business), which

Published in: News & Politics, Business
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  • 1. Public and media relations: Communicating in a time of crisis… Getting to know your local media before disaster strikes
    Presented by:
    Monica Bardier of PingPR
    and Scott Tranchemontagne of Montagne Communications.
  • 2. What is Public Relations?
    • Public Relations is NOT Advertising
    You do NOT pay for placing any PR
    It is often referred to “Earned Media”, you earn the placement
  • 3. Know your Media – Print
    Wire Services – Associated Press, Dow Jones, Bloomberg, etc.
    A primary source for all outlets
    Same stories published in many different papers
    Newspapers
    Circulation falling annually more than 5%
    Newspaper website viewership is rising 10% annually
    Magazines
    Circulation rising
    Number of magazine titles holding steady
  • 4. Know Your Media – Radio
    Very few “local” stations - rise of the “networks”
    Good
    Favorable coverage on one station gets aired on many stations
    Bad
    Negative coverage on one station gets aired on many stations
    Fewer reporters and programs = fewer opportunities for coverage
  • 5. Know Your Media – Television
    Dominant news source - penetrates 98% of households nationwide
    66% of Americans say broadcast is the primary source of news – Pew Research Center
    Ave. adult watches more than 5 hours per day – 31 min. watching news
    Fragmented audience – more channels than ever
    Still the dominant source in a crisis situation
  • 6. Know Your Media – Internet, the new big dog
    Now a primary source of breaking news
    41% say the internet is their primary source of international, national news – Pew Research
    Blurs deadlines – and blends mediums
    Allows worldwide exposure – instantly, and lives online forever
    Average adult surfs 75 minutes per day
    Social Media has changed all the rules – now a dialogue
    Blogs, Reader Comments – “citizen journalists”
    Twitter, Facebook, Linked-In – the media is part of the dialogue
  • 7. Know Your Media - DEADLINES
    National, Regional, State, Local
    Hourly, Daily, Weekly, Bi-weekly, Monthly
    Deadlines
    Newsrooms:
    how are they receiving information? Email, phone, fax, social media
    Build a Reporter Database
    Name, contact information, what do they cover, general beat, business, politics, feature
  • 8. What are your Critical Media Outlets?
    What newspapers are your customers/key stakeholders reading?
    What radio stations are your customers/stakeholders listening to?
    What TV stations are your customers/stakeholders viewing?
    Lamar Alexander in NH Primary – Dan Rather vs. Tom Griffith?
    What websites are your customers visiting?
  • 9. Pop Quiz?
    Which interview is more important?
    Convenience store owner with the local, community paper?
    State Representative on the hometown radio station?
    Fortune 500 Company CEO on a network TV news program?
  • 10. Pop Quiz: Answer
    A: They are equally important!
    Know your critical audience
    There is no such thing as an “small” news outlet anymore
    PSNH “Lobster-gate”
  • 11. The Media’s Mission
    MythTo protect the public interests and shed light on the truth – objectively.
    Fact
    Primary goal of radio/television newscasts - increase ratings
    Primary goal of newspapers/magazines - increase readership
    3 C’s – crisis, crime, conflict
    The quest for ratings and readers drives intense media competition.
    TruthWebster’s – That which accords with reality – an established or verified fact.
    Montagne - Truth is how the facts are defined. Define the truth for the media, or they will define it for you.
  • 12. Defining the Truth
    Example – Fire at Seabrook Station!!!
    Wastebasket fire in the control room – doused quickly with water
    Automatic plant shutdown
    Alert level raised
    Must be reported to NRC per regulations
    Never had any incident before
    “Officials at Seabrook nuclear power plant today battled a control room blaze – the most dangerous incident ever at the nuke plant. Operators immediately shut down Seabrook during the blaze and raised the plant’s safety alert level to 4. Federal officials were called in to investigate….”
    Or
    “Minor incident at Seabrook Station today. No one was hurt, and no radiation leaked – as operators in the control room acted quickly to douse a small fire in a wastebasket that was sparked by a stray piece of solder…”
  • 13. The Truth About All Reporters & Editors
    Human - sometimes make mistakes
    Subconscious biases just like everyone else
    Different egos
    Different levels of education and ethical standards
    Boston media vs. NH media
    Boston - experienced, specialized, sophisticated
    NH - less experienced, generalists
    News is whatever one reporter or editor thinks is news
  • 14. How the News Happens…
    It’s Manufactured
    Media release, media conference, grand openings, demonstrations, etc
    Good proactive approach
    “Stuff” Happens
    Fires, crime, accidents, political happenings, sports events, etc.
    Pay attention to how these might impact your company or organization
    Media Initiative
    Anniversaries, trends, feature stories, year-end reviews, previews – Y2K anyone?
    Anticipate opportunities to provide comment as an expert in your field
    Related Action or Incident
    Localizing national regional/national stories, could it happen here?, etc.
    Anticipate opportunities to provide comment as an expert in your field
  • 15. Be Prepared!
    Step One: Know Your Own Story
    • Know the Facts
    Define your Message
    Who, What, When, Where, Why
  • 16. Be Prepared!
    Step Two: Develop materials on your company
    • Media kit: background, mission, products, key services, key contacts
    • 17. Develop a targeted media list: media outlet, editor, reporter name, phone, email
    Step Three: Develop a Media Relations Protocol
    • Who is your media spokesperson?
    • 18. What is your plan to communicate with the media?
  • Summary Tips for Print Reporters
    Be prepared to spend time delivering more details – but concisely.
    Develop a rapport with the reporter – they will interpret and present your words.
    Provide as much background information as possible.
    You are NEVER off the record when talking to a reporter.
  • 19. Summary Tips for Radio Interviews
    Be prepared to deliver your messages in 10-15 second sound bites
    You are your voice – make sure listeners can clearly understand your words
    Provide additional background, if possible, when the mike is OFF
    If you are near a microphone, assume it is ON, and you are being
    recorded or broadcast
  • 20. Summary tips for Television Interviews
    Give them what they need – your story in 10-15 second sound bites
    What you say about yourself visually is most important – demeanor, dress, comfort level
    Speak to the interviewer – build a one-on-one rapport with viewers
    Offer supporting visuals – props, charts, video footage
    If you’re near a camera – keep your game face on
  • 21. Winning techniques for all Interviews
    Key messages you want readers/listeners/viewers to receive
    Anticipate the worst to be your best – practice the toughest questions
    Be yourself. Perform, don’t act
    Speak plainly - No jargon, abbreviations, or throwaway phrases
    Know when to say when - make your point and stop
    Speak with energy and enthusiasm – especially for radio or TV
    Never say “no comment”
    Never lie or “fudge it”

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