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: