Don’t make a drama out of a crisis Managing the Media /  A Practical Guide for Businesses Large and Small Presented by Stu...
<ul><li>A leading  specialist public relations consultancy based in Sydney with 15 full-time account staff. </li></ul><ul>...
How to build positive relationships with journalists and, through them, your local community.   <ul><li>First of all get t...
<ul><li>Do your research before making a call and find out what the journalist does, how often and with whom.  </li></ul><...
<ul><li>Maybe spend a little bit with a local PR person, preferably a specialist who actually knows the media. The fact so...
<ul><li>Don’t expect results in a week or two. Especially if you are a travel business hoping to get some coverage in the ...
<ul><li>Don’t take the call – let it go through to voicemail – they want to catch you on the hop, what you want on the oth...
<ul><li>Keep your messages succinct, try to stay on message but be yourself </li></ul><ul><li>Don’t fall into the trap of ...
<ul><li>Answer things honestly – never be afraid to admit a mistake, it takes a lot of heat out of a story </li></ul><ul><...
 
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Stuart Gregor

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Stuart Gregor

  1. 1. Don’t make a drama out of a crisis Managing the Media / A Practical Guide for Businesses Large and Small Presented by Stuart Gregor Director and Founder – Liquid Ideas
  2. 2. <ul><li>A leading  specialist public relations consultancy based in Sydney with 15 full-time account staff. </li></ul><ul><li>Our clients are luxury and lifestyle – from Chivas Regal to Mr & Mrs Smith, golf to the wines from the Arrogant Frog. </li></ul>Liquid Ideas / Gregor & Lewis <ul><li>Director and partner: Gregor & Lewis Bespoke Travel </li></ul><ul><li>Noosa-based high end outbound travel agency with four full-time staff. </li></ul>
  3. 3. How to build positive relationships with journalists and, through them, your local community. <ul><li>First of all get to know them, take the trouble to meet them, invite them to lunch. </li></ul><ul><li>Most of them are okay – certainly in a smaller community they are on your side. </li></ul><ul><li>Don’t bullshit them, don’t make stuff up and don’t pester them when you really have nothing much to say. </li></ul><ul><li>And don’t expect them (in most circumstances at least) to simply re-write your press release. </li></ul><ul><li>Remember if you want certainty buy an ad. </li></ul>
  4. 4. <ul><li>Do your research before making a call and find out what the journalist does, how often and with whom. </li></ul><ul><li>Annoying PRs making cold calls with no idea who they are speaking to would be Number One on the pet hates of most media. </li></ul><ul><li>Read their most recent stories and find a reason for the call or the email. </li></ul><ul><li>Throw a small event/lunch and invite the media along. Ask them questions about themselves – journos spend a lot of time doing the asking when most of them just want to talk about themselves. . . </li></ul><ul><li>Win an award and let them know about it. </li></ul>How to get positive PR on a budget
  5. 5. <ul><li>Maybe spend a little bit with a local PR person, preferably a specialist who actually knows the media. The fact so few PR people actually have good media contacts never ceases to amaze. </li></ul><ul><li>Before engaging a PR specialist do your homework. </li></ul><ul><li>Check out their website, their credentials, ask to see some recent work. </li></ul><ul><li>Ask the media what PRs they respect, which ones bother them least, which ones appear to know what they are talking about. </li></ul>How to get positive PR on a budget – engage a pro
  6. 6. <ul><li>Don’t expect results in a week or two. Especially if you are a travel business hoping to get some coverage in the monthlies. Understand deadlines and understand your story might not appear for many months. </li></ul><ul><li>I sent a journo on a trip on the Royal Scotsman when we were working for A&K, he kept saying the story was getting bumped and moved and TWO YEARS LATER it ran, five pages, great run, everybody happy . . . we just didn’t have the client anymore. </li></ul><ul><li>Join the ASTW and get to know the media. The travel writing fraternity is the tightest clique in the working media. Why wouldn’t it be? </li></ul>How to get positive PR on a budget
  7. 7. <ul><li>Don’t take the call – let it go through to voicemail – they want to catch you on the hop, what you want on the other hand is a chance to gather your thoughts, be measured and try to control the agenda </li></ul><ul><li>Be co-operative, recent example being a potentially damaging story about a client under-paying staff. The story was always going to get a run but by co-operating, being measured and balanced at least you have a small chance of having your side heard </li></ul>What to do when a journalist calls you with a potentially damaging story <ul><li>Get your facts right, do your research, be prepared </li></ul><ul><li>Don’t get angry, don’t make threats and don’t tell fibs </li></ul>
  8. 8. <ul><li>Keep your messages succinct, try to stay on message but be yourself </li></ul><ul><li>Don’t fall into the trap of “filling space”. </li></ul><ul><li>Don’t believe in “off the record” unless you are VERY close to the journalist </li></ul>Tricks of the trade when being interviewed
  9. 9. <ul><li>Answer things honestly – never be afraid to admit a mistake, it takes a lot of heat out of a story </li></ul><ul><li>Understand the journalist doesn’t write the headline </li></ul><ul><li>Be aware that the action on-line and in Twittersphere can be just as positive/damaging as that in the traditional media – that said often one stokes the fires of the other </li></ul>Tricks of the trade when being interviewed

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