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The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
The New Media Landscape
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The New Media Landscape

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  • “Blogs are frequently the first to report breaking news. If I’m looking for the latest, I can find it online.” – Senate Chief of Staff“Blogs associated with news sites give early insight into developing stories and the angles reporters are taking as they cover an issue.”– House Chief of Staff“I tend not to rely on blogs for information, but I do use them to gauge what the far left and far rights flanks in my district are talking about. Blogs help us learn what constituents think, even those who don’t contact us.” – Senate New Media Director
  • Facebook and other social networking sites represent the 3rd most frequently used tool on Capitol Hill for sharing news items, links and other contentAlmost 80% of Capitol Hill communications staff visit social networking sites daily for work
  • These are all easy to overcome if you know how to do one thing….
  • Making sausage
  • Transcript

    • 1. The New Media LandscapeStrategic Communications
    • 2. Today’s Agenda
      1
      The communications profession
      2
      Importance of communications
      3
      The information environment
      4
      Developing a strategy
      5
      Interacting with the media
      6
      Q&A
    • 3. What are the skill sets?
      What are the defining characteristics?
      The Communications Profession
    • 4. The Communications Profession
    • 5. Today’s Agenda
      1
      The communications profession
      2
      Importance of communications
      3
      The information environment
      4
      Developing a strategy
      5
      Interacting with the media
      6
      Q&A
    • 6. Trust and integrity are at the heart of reputation, which is a key driver of your success…
      Importance of Communications
      “A reputation once broken may possibly be repaired, but the world will always keep their eyes on the spot where the crack was."
      - Joseph Hall
      “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”
      - Warren Buffett
      “Trust is the foundation of total quality, and trust is made up of both character (what a person is) and competence (what a person does).”- Stephen Covey
    • 7. Because we are now in the age:
      Communications: The Most Critical Element Influencing Reputation
    • 8. Return on Reputation
    • 9. Reputation Matrix
      OPPORTUNITIES FOR ENHANCING REPUTATION
      STRENGTHS TO PROTECT REPUTATION
      Product Quality
      [5.7%, 6.53]
      Community Engagement
      [5.5%, 5.40]
      Value
      [5.5%, 6.53]
      Customer Service
      [5.6%, 5.74]
      MORE IMPORTANT
      STRENGTH
      MORE IMPORTANT
      WEAKNESS
      Land Use
      [5.1%, 5.15]
      Philanthropy
      [5.1%, 5.56]
      Fair Wages
      [5.0%, 5.04]
      TOP PRIORITIES
      Energy Efficiency
      [4.5%, 5.12]
      Cleanliness
      [4.3%, 6.53]
      Relative Impact
      Green Products
      [4.2%, 5.35]
      Product Safety
      [4.0%, 6.36]
      Fair Competition
      [3.8%, 4.96]
      Waste & Recycling
      [3.9%, 5.96]
      Convenience
      [3.9%, 6.77]
      Job Opportunities
      [3.9%, 5.31]
      Employee Benefits
      [3.8%, 4.91]
      Loss Prevention
      [3.7%, 6.19]
      Financial Strength
      [3.7%, 6.03]
      Local Investment
      [3.6%, 4.60]
      Governance & Management
      [3.6%, 5.91]
      LESS IMPORTANT
      WEAKNESS
      LESS IMPORTANT
      STRENGTH
      Supplier Responsibility
      [3.3%, 4.79]
      Data Privacy
      [3.1%, 6.25]
      Labor Relations
      [2.9%, 4.92]
      Executive Compensation
      [2.2%, 5.20]
      Relative Performance
    • 10. Today’s Agenda
      1
      The communications profession
      2
      Importance of communications
      3
      The information environment
      4
      Developing a strategy
      5
      Interacting with the media
      6
      Q&A
    • 11. The Information Environment
    • 12. The Old Monologue
      Static Website
      Static Website
      Newsletters/ Emails
      Audience
      Advertising
      Company
      Trade Publications
      Consumer Media
    • 13. The New Conversation
      Media
      Liberals
      Scholars
      Conservatives
      Customers
      Target Audience
      Candidates
      Activists
      Parents
      Investors
      Company
    • 14. Technology is Changing Our Media Consumption Habits
      Dot Com Boom
      Web 1.0
      Web 3.0
      Web 2.0
      3G
      2000Broadband
      1995Dial Up
      1990Internet opens up to public
      20104G
    • 15. Instantaneous and Integrated News Cycle
      Social Networking
      Microblogging
      Blogs
    • 16. Capitol Hill Staff See Blogs as a Top Source for News and Analysis
    • 17. Social Networking Sites are Gaining Credibility On Capitol Hill
    • 18. Policy is Made by “Influencers” as Much as Policy Makers
      Watchdogs
      Advocacy Groups
      Constituents
      Business
      Policy
      Information
      Policy
      Policy
      Policy
      Information
      Policy
      Policy
      Information
      Other Regulators
      Policy
      Policy
      Policymakers
      Media
    • 19. “Influencers” Are In Turn Influenced By Mass Media
      Policy Makers
      Comments on media
      ACTION
      Community
      Write Blogs
      Reputation
      Media
      Information
      Demonstrations
      Information
      Letters to the Editor
      Tweets
      Information
      Grassroots
      Word of Mouth
      Lobbying
      Influencers
      Social Networks
      Protests
      ACTION
    • 20. 1
      The communications profession
      2
      Importance of communications
      3
      The information environment
      4
      Developing a strategy
      5
      Interacting with the media
      6
      Q&A
      Today’s Agenda
    • 21. A Systematic Process
    • 22. Critical Path AnalysisAsks Framing Questions
      Goals
      Audience
      Broader Environment
      Credibility
      Tools
      • Who am I trying to influence?
      • 23. Who are the decision makers?
      • 24. How do they get their info?
      • 25. Who are their allies? Who are my allies?
      • 26. What are their strengths/ weaknesses?
      • 27. Who else is in the mix?
      • 28. What is the goal?
      • 29. Awareness
      • 30. Attitude
      • 31. Action
      • 32. What would be the best possible outcome?
      • 33. What are the players saying
      • 34. What is missing from the dialogue?
      • 35. How has the media covered this issue?
      • 36. What other relevant trends are driving this issue or fighting it?
      • 37. Who has credibility in the discussion?
      • 38. Is my message credible?
      • 39. What is the company’s status in this issue/ discussion?
      • 40. What is missing from my argument?
      • 41. What levers are at my disposal?
      • 42. Where is the discussion taking place and how can I impact it?
    • Strategic Filter Can Result in Different Conclusions
      A “game-changing” move is required
      You need a new topic of conversation
      Your message lacks sufficient amplitude
      BUT
      THEREFORE
      THEREFORE
    • 43. The Message and the Messengers Frame the Debate
    • 44. Engagement & Mobilization Spark the Debate
    • 45. Stakeholder Mapping &Engagement
      Influence
      Strength
      Weak Direct
      Influencer
      • Scale of activities
      • 46. Human/financial resources
      • 47. Audience reach
      • 48. Credibility on the issue
      • 49. Visibility / media & online savvy
      Openness to Collaborate
      Decision Maker
      • Common interest?
      • 50. Existing relationship?
      • 51. Tactical options?
      Strong
      Indirect Influencer
    • 52. Reach out to experts and advocates with a vested interest in the issue in the “idea” phase
      Where appropriate, convene experts and advocacy groups within a field to meet regularly and keep updated on priorities and developments
      Engage in non-transactional relationships when possible
      Expert/Advocate Education & Mobilization
    • 53. Coalition Building
    • 54. Are you looking for one solid hit or something that could be syndicated across multiple channels and platforms?
      Are you looking to generate a story or ensure accuracy and balance in coverage?
      Do you want your message to be unfiltered by the media/reporter/blogger?
      Do you want straight coverage or are you better served by generating editorial commentary?
      Does the story offer something for TV coverage?
      How important are the online channels for the issue?
      Targeted Media Outreach
    • 55. Social media is about conversations
      Blogs, forums & message boards
      Influential in shaping online opinions of an issue
      Social networks (e.g., Facebook)
      Individuals form communities around issues they care about
      Microblogging services (e.g., Twitter)
      Effective for influencers to express opinions quickly
      Video-sharing services (e.g., YouTube)
      Videos are powerful and ubiquitous in today’s exchange of ideas
      Social Networking & Online Engagement
    • 56. Today’s Agenda
      1
      The communications profession
      2
      Importance of communications
      3
      The information environment
      4
      Developing a strategy
      5
      Interacting with the media
      6
      Q&A
    • 57. Why the Media is Important
      Determines public perception of your organization, its performance and you
      Affects organization’s value
      Affects citizen support
      Affects employee morale
      Reputation, reputation, reputation
    • 58. “They always misquote me.”
      “They don’t understand business.”
      “They’re interested only in sensationalism.”
      “They’re always negative.”
      “I can’t win.”
      Five Reasons People Don’t Trust the Media
    • 59. Reporters are looking for what’s new, different or controversial
      News media bias is often pegged as liberal or conservative. But it’s actually pervasively negative AND sensational
      Wants mostly to inform – though most reporters are not experts on your subject
      About the Media
    • 60. The media is a key messenger
      Coverage shapes reputation
      Like It or Not…
    • 61. Controlling the Interview
      “Do you have any questions for my answers?”
      -- Henry Kissinger
    • 62. Who is the reporter?
      What’s the news organization?
      What’s the story?
      What’s the deadline?
      Who else is being interviewed?
      When is it mutually convenient to talk?
      You Have A Right to Know…
    • 63. Answer questions immediately in an “ambush” interview
      Say you’ll answer questions in a few moments (collect your thoughts, review you messages and then conduct the interview)
      Agree to be interviewed
      But you should view it as an opportunity to deliver your messages
      Answer hypothetical or personal questions
      You Do Not Have To…
    • 64. Visualize the headline
      Develop three or four simple messages
      • Repeat them over and over
      Know the audience – it’s not the reporter
      • Attention spans are short
      Know the facts
      • If you don’t know the answer, don’t guess
      Be Prepared
    • 65. Know your vulnerabilities
      Anticipate tough questions
      Know the ground rules-off the record/on background/not for attribution
      They can only print or broadcast what you say
      Rehearse out loud
      Be Prepared (cont.)
    • 66. What are you trying to achieve? What is the opposition to what you want to achieve?
      What do you want to say? Can you realistically say it?
      Do you need to admit a point? Do you have to get through a negative to allow audiences to receive positive messages?
      Keep it simple, keep it short.
      The Art of Message Development
    • 67. The Gunner: Questions in rapid succession
      The Interrupter: Tries to get you off balance
      The Joker: Best of friends – then “boom!”
      The Shrink: “You mean to say that…”
      The Stealth Bomber: Throws grenades
      The Hypothetical: “What if..?”
      The Pregnant Pause: Lets you fill the silence
      Reporter “Styles”
    • 68. You maintain the best control of your “story” when you know exactly what you want to say and stick to it.
      Have something positive to say and say it positively -- these are your key messages.
      Maintaining Control
    • 69. It’s not a conversation; it’s an interview.
      Don’t wait for the right question – it may not come. Give the answer you want to give.
      Inject your message wherever possible.
      Conclude first.
      Flip-flop all you’ve been taught about making your case.
      State your main point first, then offer supporting points.
      Winding gradually to a conclusion invites suspicion.
      Maintaining Control (cont.)
    • 70. In responding to a question, acknowledge the question then bridge to get back on track and make your positive points
      The magic formula is:
      A+B=M
      Acknowledgethe question, Bridge to your answer, deliver your Message
      Bridging To Stay On Track
    • 71. “That’s a good point, but the main consideration is…”
      “That’s not my area of expertise, but I can tell you…”
      “That may be the case, but…”
      “We all agree with that, but what’s at issue is…”
      “As I said…”
      “What’s important to remember, however…”
      “Before we get off the subject, let me add…”
      Examples of Bridging
    • 72. “The important point here is…”
      “The best part about…”
      “But the real story here is…”
      “There are three reasons why…”
      “Let me put it in perspective…”
      “That speaks to a bigger point…”
      “The bottom line is…”
      Flagging to Emphasize Your Messages
    • 73. Be concise
      1 thing in 10 seconds = Control
      10 things in 30 seconds = No control
      Credential your point by citing others
      “as attested by…”
      Appeal to emotion whenever possible
      Use colorful examples, words & comparisons
      Avoid jargon, statistics & difficult-to-understand concepts
      90% of your effectiveness is determined by how you deliver your message
      Use your body mannerisms to your advantage
      Show some emotion, but don’t get emotional
      Enhancing Your Message
    • 74. Know what you want to say
      Have your messages sharpened and tested
      Understand what the media story line is
      Expect the toughest questions you could face
      Prepare
      Stay on message
      Tell the truth
      Do:
    • 75. Repeat a reporter’s negative statement
      Guess
      Use jargon, statistics and hard-to-understand concepts
      Say “no comment”
      Answer hypothetical or personal questions
      Speak off the record
      Criticize the media
      Do Not:

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