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  1. 1. Managing The Media The Care and Feeding of the Press Frederick Handleman
  2. 2. Introduction <ul><li>The purpose of our discussion is to establish some basic strategies to: </li></ul><ul><li>1. Develop a favorable relationship with the media. </li></ul><ul><li>2. Get the message out accurately. </li></ul><ul><ul><ul><ul><ul><li>Frederick Handleman, Esq. </li></ul></ul></ul></ul></ul>
  3. 3. Topics of Discussion <ul><li>Developing A Media Plan </li></ul><ul><li>Handling A Crisis </li></ul><ul><li>Managing the Media </li></ul>
  4. 4. Developing a Media Plan <ul><li>Developing a Media Plan and Policy is critical to a good working relationship with the media. With a proper policy and plan in place and adherence to that plan and the policies related to it, the risk of misinformation, bad press, media interference and confusion are greatly reduced. </li></ul><ul><li>The Media Plan and Policy do not have to be complicated, or even lengthy. The basic KISS (Keep It Simple Stupid) principle is the best idea. </li></ul>
  5. 5. <ul><li>The Basic Elements of a </li></ul><ul><li>Media Plan and Policy: </li></ul><ul><ul><ul><li>Statement of Plan and Policy. </li></ul></ul></ul><ul><ul><ul><li>There must be a written Plan and Policy which is read and understood by everyone in the office or organization. This should be reviewed by everyone at least annually. </li></ul></ul></ul><ul><ul><ul><li>Handling Inquiries from the Media. </li></ul></ul></ul><ul><ul><ul><li>All media inquiries and interviews should be cleared or handled by one individual designated to be media officer, and the media and everyone in the office must be notified of who this person is . </li></ul></ul></ul>
  6. 6. <ul><ul><ul><li>Disseminating Information to the Media. </li></ul></ul></ul><ul><ul><ul><li>All office statements made and informational or press releases to the media should be cleared or made by the media officer. </li></ul></ul></ul><ul><ul><ul><li>Contact By the Media. </li></ul></ul></ul><ul><ul><ul><li>Any person in the organization contacted by the media should immediately refer all inquiries to the media officer and notify the media officer of the contact. </li></ul></ul></ul><ul><ul><ul><li>Providing Documents to the Media. </li></ul></ul></ul><ul><ul><ul><li>Any documents provided to the media should be cleared or provide by the media officer. </li></ul></ul></ul>
  7. 7. <ul><ul><ul><li>Limitation on Information to the Media. </li></ul></ul></ul><ul><ul><ul><li>Only information which is public in nature and not restricted by confidentiality or law should be disseminated. </li></ul></ul></ul><ul><ul><ul><li>Record Keeping. </li></ul></ul></ul><ul><ul><ul><li>A record of all communications with the media should be maintained by the media officer. The record should include: </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Name of the person contacted. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Name of contacting person. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Media affiliation. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Contact phone number. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Nature of inquiry. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Response. </li></ul></ul></ul></ul></ul>
  8. 8. <ul><li>Archives. The media officer should maintain and archive all stories done on or about the office or organization. Respond Promptly. All media requests and inquiries should be responded to promptly. Respect and Fair Treatment of All Members of the Media. All members of the media should be treated fair and with respect by all persons in the office or organization. </li></ul>
  9. 9. Handling a Crisis <ul><li>No matter how careful we are, there are forces beyond our control which will create a “crisis” situation for us. </li></ul><ul><li>Adherence to the office media plan and policy will help in the management of a “crisis” situation by enhancing the credibility, efficiency and effectiveness of the media officer in dealing with the media. </li></ul>
  10. 10. <ul><li>Managing a Crisis </li></ul><ul><ul><li>Know How to Reach Key People </li></ul></ul><ul><li>The media officer and all senior staff should maintain a list of telephone numbers for all key personnel in the organization and all media contact people. </li></ul><ul><ul><li>Form a Crisis Management Team </li></ul></ul><ul><li>A team consisting of the media officer and key senior staff should be created to deal with all unforeseen events which could, or do, thrust the office into the public eye. </li></ul>
  11. 11. <ul><ul><li>Team Meetings </li></ul></ul><ul><ul><li>The crisis management team should meet on a regular schedule when there is no crisis, to set policy and procedures. During a crisis the team must meet more frequently. </li></ul></ul><ul><ul><li>Name a Team Spokesperson </li></ul></ul><ul><ul><li>During a crisis there may not be time for the normal review and approval process for releasing information to the media. Therefore, it may be necessary to name someone other than the media officer as the crisis management team spokesperson. </li></ul></ul>
  12. 12. <ul><ul><li>Media Briefings </li></ul></ul><ul><ul><li>The media should be briefed on a regular basis during a crisis situation. Don’t make the media have to dig for information or wonder when they will get the information. </li></ul></ul><ul><ul><li>Media Facilities </li></ul></ul><ul><ul><li>Accommodations should be made to make the media as comfortable as possible during the crisis. Adequate facilities will help keep tempers and frustrations to a minimum. </li></ul></ul>
  13. 13. Managing the Media <ul><li>The proper dealing with, and managing of, the media is crucial to insuring that information and reports about your organization are communicated to the public accurately and in a positive light. </li></ul><ul><li>A good relationship with the media allows your organization to disseminate factual information about your office, its actions, policies and activities. This is the difference between a trip being reported as a junket or a valid business purpose. </li></ul>
  14. 14. <ul><li>Managing the Media Strategies </li></ul><ul><ul><li>Have a Media Plan and Policy in Place. </li></ul></ul><ul><ul><li>Do Not Let the Media Drive You. </li></ul></ul><ul><ul><li>Centralize All Media Responses & Inquires. </li></ul></ul><ul><ul><li>Respect Media Personnel & Deadlines. </li></ul></ul><ul><ul><li>Return Phone Calls and Reply To Inquires Promptly. </li></ul></ul><ul><ul><li>Provide Documentation. </li></ul></ul><ul><ul><li>Use the Media To Promote Your Message. </li></ul></ul><ul><ul><li>Get Bad News Out Before Asked. </li></ul></ul><ul><ul><li>Know the Organization’s Message. </li></ul></ul>
  15. 15. <ul><ul><li>Keep It Short & Simple. </li></ul></ul><ul><ul><li>Never Lie </li></ul></ul><ul><ul><li>Never say “no comment” </li></ul></ul><ul><ul><li>Never “go off the record” </li></ul></ul><ul><ul><li>Do Not Leak. </li></ul></ul><ul><ul><li>Leaks create dissention among competing members of the media. </li></ul></ul><ul><ul><li>A leak may violate confidentiality requirements or your code of ethics. </li></ul></ul><ul><ul><li>Have a Crisis Management Plan. </li></ul></ul><ul><ul><li>Make Sure They Spell Your Name Right. </li></ul></ul>
  16. 16. IS NO NEWS REALLY GOOD NEWS ? <ul><li>Frederick Handleman, Esq. </li></ul><ul><li>U.S. Virgin Islands Economic Development Authority </li></ul><ul><li>1050 Norre Gade #5 </li></ul><ul><li>St. Thomas, V.I. 00802 </li></ul><ul><li>Phone: (340) 714-1700 ext. 237 Fax: (340) 774-8106 </li></ul><ul><li>E-mail: </li></ul>