OUHK Comm6024 - lecture 7 media relations in event management and crisis communicationPresentation Transcript
DA010 - Professional Diploma in Public Relations - COMM6024EP Media Relations and New Media Technology (2011/10) Lecture 7 Event’s media relations Managing crisis communicationsDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
Table of Content• Event Management – Identification of publicity needs in different types of events – Partnership with media in event management – Media service in sporting events• Crisis Management – Identification of risk: Try to managing crisis before it happens – Tools in brain storming for crisis management recovery actions – Managing spokesperson’s line to take in media interviews – Organization of emergency media activities in managing crisis
Media event vs. Event’s media• A media event is an occasion or happening that attracts prominent coverage by mass media organizations.• An event’s media is the PR function in generating publicity for the event with specific objectives in adding value to the event. Class: Class: •• What are the What are the activities of an activities of an event’s media? event’s media?
For example, the media activities of an exhibition may consists of:Mass media• TELEVISION - The media mix includes utilization of multi channel approach• PRINT - A planned advertising campaign in leading National Dailies shall be utilized to create awareness.• RADIO - Publicity on leading FM Channels.• OUTDOOR - Hoardings, posters and banners shall be placed at strategic and key locations• ONLINE - Publicity on various prominent portals through Banner space, Mailers to their members, Links, Articles, Pop-Ups etc., shall ensure maximum footage/presence amongst the Target visitors.
Exhibition’s media activities:Targeted media:• PR ACTIVITY - High level PR activity through Previews and Reviews in print & electronic media, trade journals, trade magazines, Government journals, School magazines etc.• DIRECT MARKETING & INVITATIONS - A massive direct invitation, mail and email campaign to Schools, Colleges, Institutes, Embassies, Training & Education Centers, Universities, Education Boards, Public Libraries, Education Free Zones, Government Bodies & Associations, Ministries, Media, Corporate Houses, Consultants, Banks, Retailers, Wholesalers, Distributors, Buying Agents etc. shall ensure qualitative target audience.
Ambush Outdoor Media Marketing
Online / mobile
Viral Media Marketing
Direct Marketing DATABASE
WHAT CAN ORGANISER OFFER?• Interesting stories• Exclusivity• Access to speakers with a longer lead time• Special reader offers and free tickets• The opportunity to expand current readership/audience• A single point of contact• Brand association• Visibility
WHAT IN RETURN?• Coverage• Advertising (free or a good deal)• Profile• Increased awareness• Branding / shared association• Improved quality of editorial and access to editorial• Possibly better sponsorship opportunities
WHAT ARE THE DRAWBACKS?• Usually exclusive. You may gain editorial exposure in your partner media, but you are not likely to get a lot from others.• Media often use published rates to negotiate entitlements. You may be in a position to be exchanging for a more expensive item.• Your media partner may be supporting your competitor’s event as well, but it’s very difficult to put this restrictive covenant into your media partnership agreement.
Other examples – co-organizer
Other example - sponsor
Media Centre• The service organisers have to provide
What do we mean by crisis?
Risk, incident & crisis management
Media protocol & action hierarchy
Emergency Personnel Team• You – as PR manager• Spokesperson (1-2)• Phone team (talk to media)• Researcher and writer• Decision maker• Legal council, if applicable
First determine what’s wrong, e.g.• Human error• Clerical error• Unauthorized procedures• Inadequate supervision• Inadequate quality control• Misuse of confidential information• Errors of judgement• Inadequate standard operating procedures
Develop your core message• You want this message to be heard in every step of how people assimilate news
Tell everyone your core message! 1. Emergency Personnel Team 2. Board of Directors 3. Employees 4. Members 5. Other Stakeholders
Example – Michael Jackson• Died on 25 June, 2009
Crisis communications• "The world lost a kind soul who just happened to be the greatest entertainer the world has ever known," Randy Phillips, chief executive of AEG Live, said in a statement. "Since he loved his fans in life, it is incumbent upon us to treat them with the same reverence and respect after his death.“ 29 June 2009
Emergency crisis media interview
Designated Spokespersons• Must be a senior officer• Interest and empathy• Honesty and authenticity• Responsive and proactive• Open to criticism• A good story teller
Lack of crisis communications preparation
Interview skill - Bridging• Don’t Know: I don’t know, but I can tell you…• Time: That may have been the case in the past. Now we are…• Importance: That once was important. What is most important now is…• Completing: I think you would have a more complete picture if you considered…• Yes and No: No, let me explain. Yes, and furthermore…
7 Must Have Elements in Your Crisis Communication Kit1. A list of the members of the crisis management team2. Contact information for key officers, spokespeople, and crisis management team members3. Fact sheets on the company, each division, each physical location, and each product offered.4. Profiles and biographies for each key manager in your company
7 Must Have Elements in Your Crisis Communication Kit5. Copies of your company, division and product logos, your press release format and the scanned in signature of your CEO on disk6. Pre-written scripts answering key questions that you have generated through your crisis scenario analysis7. Contact information for each of your key media contacts both locally, nationally, and if appropriate, key financial press and analysts.
Crisis media strategy should…
What NOT to do
Using the 10 golden rules • Outline what you think the Tokyo Electric could have done a better job in communicating this crisis to the publicCredit: Ike Pigott