Powerful Communication Strategies by Tina Altieri #icca11 MONDAY 24/10/11

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Presentation on Powerful Communication Strategies. What to do when the media spotlight is on you in times of crisis. Presentation by Tina Altieri held during the 50th ICCA Congres. #icca11 MONDAY 24/10/11

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Powerful Communication Strategies by Tina Altieri #icca11 MONDAY 24/10/11

  1. 1. Powerful Communication Strategies When the media spotlight is on you in times of crisis.
  2. 2. <ul><li>Where is your plan? </li></ul>Tina’s top five media survival tips
  3. 3. Your plan should have: <ul><ul><li>An appointed spokesperson/s. </li></ul></ul><ul><ul><li>A definite process so everyone knows who’s going to speak to the media if an incident occurs. </li></ul></ul><ul><ul><li>A method where senior group members or leaders can quickly get together and gather info. </li></ul></ul><ul><ul><li>Spokespeople are trained to be “media ready” and know the proactive steps. </li></ul></ul><ul><ul><li>Spokespeople are well equipped with updated lists of key media contacts. </li></ul></ul>
  4. 4. <ul><li>Where is your Plan? </li></ul><ul><li>Act fast – First 24 hours of a crisis is when people are turning to each other for answers. </li></ul><ul><li>Be ready to respond </li></ul>Tina’s top five media survival tips
  5. 5. <ul><li>Be first. </li></ul><ul><li>Be right. </li></ul><ul><li>Be credible. </li></ul>2. Act Fast
  6. 6. <ul><li>First impression is a lasting impression. </li></ul><ul><li>Not first ? You’ll play catch up for hours, days, or even weeks. </li></ul><ul><li>Not right ? Your mistake will be repeated, or worse, cited as the truth. </li></ul>2. Act Fast
  7. 7. <ul><li>“ In hindsight we could have moved a little quicker in co-coordinating all the information to the media and we could have moved a little quicker in providing the information faster.” </li></ul><ul><li>Japan’s chief cabinet secretary </li></ul><ul><li>March 2011 </li></ul>2. Act Fast
  8. 8. <ul><li>Where is your Plan? </li></ul><ul><li>Act fast </li></ul><ul><li>Gather your allies and become the hub of the issue –Proactive rather than reactive. </li></ul>Tina’s top five media survival tips
  9. 9. <ul><li>The reality is that the media will run the story with or without your input. So it makes good sense for you to positively influence that story by addressing the issue quickly, accurately and in a proactive manner. </li></ul>3. Become the hub of the issue
  10. 10. <ul><li>Where is your Plan? </li></ul><ul><li>Act fast </li></ul><ul><li>Gather your allies and become the hub of the issue –Proactive rather than reactive. </li></ul><ul><li>Don’t rely on just one platform </li></ul><ul><li>Utilise all social media avenues available to you. </li></ul>Tina’s top five media survival tips
  11. 11. <ul><li>Got a smartphone and YouTube access? You’re a TV journalist. </li></ul><ul><li>Got a smartphone and Facebook? </li></ul><ul><li>You’re a photojournalist. </li></ul><ul><li>Got a laptop and you write a blog? </li></ul><ul><li>You’re a newspaper reporter. </li></ul>Don’t rely on just one platform
  12. 12. <ul><li>Where is your Plan? </li></ul><ul><li>Act fast </li></ul><ul><li>Gather your allies and become the hub of the issue –Proactive rather than reactive. </li></ul><ul><li>Don’t rely on just one platform </li></ul><ul><li>Utilize all social media avenues available to you. </li></ul><ul><li>5. Always one up on the issue that’s being played out. </li></ul>Tina’s top five media survival tips
  13. 13. <ul><li>Say the headlines you want to read in the paper the next day. </li></ul><ul><li>2. Put the good news in subordinate clauses. </li></ul><ul><li>“ It’s too soon to say we’re safe </li></ul><ul><li>even though we haven’t seen a </li></ul><ul><li>new case of bird flu in 3 days.” </li></ul>Interview techniques
  14. 14. <ul><li>3. Don’t over-reassure everything will be OK. </li></ul><ul><li>a. acknowledge fears </li></ul><ul><li>b. don’t give positive messages too early </li></ul><ul><li>4. Express wishes. “I wish we knew more.” Show empathy. </li></ul>Interview techniques
  15. 15. <ul><li>5. At some point, be willing to address the “what if” or the hypothetical questions. </li></ul>Interview techniques
  16. 16. <ul><li>Anticipate the questions from all angles. </li></ul><ul><li>Ask for clarity if you’re unsure what the journalist is asking. </li></ul><ul><li>To answer a rambling question – pick one aspect of it and respond to that only. </li></ul>More spotlight on Q & A
  17. 17. <ul><li>4. Never try to fool your audience. If you’re unsure say so and offer to follow it up. </li></ul><ul><li>Learn how to give non-answers for questions you’re not prepared to respond </li></ul>More spotlight on Q & A
  18. 18. <ul><li>“ That’s a very good question and that’s exactly what we’re looking into.” </li></ul><ul><li>“ It’d be premature for me to comment before our investigation into this is completed but let me point out…” </li></ul><ul><li>“ I don’t believe there is a right or wrong answer to that question but my years of experience in this industry tells me that…” </li></ul>More spotlight on Q & A
  19. 19. <ul><li>6. Never give a hostile interviewer the impression that you don’t welcome that question. Never respond to anger and aggression with fire. </li></ul><ul><li>7. Don’t over answer. Long-winded responses can be the death knell for an interviewee. </li></ul>More spotlight on Q & A
  20. 20. <ul><li>8. Do not tolerate interjections by the journalist. Tell them you expect to be given the chance to answer the question properly. </li></ul><ul><li>Correct a journalist on the spot if they’ve said information that is wrong. </li></ul><ul><li>10.Record the interview for your own records. </li></ul>More spotlight on Q & A
  21. 21. <ul><li>Helping you get out of a </li></ul><ul><li>potentially difficult </li></ul><ul><li>question and assisting </li></ul><ul><li>you to steer the </li></ul><ul><li>interview back on track. </li></ul>Bridging Phrases
  22. 22. <ul><li>The main point is……. </li></ul><ul><li>What is more important…. </li></ul><ul><li>I think we need to focus on …. </li></ul><ul><li>The reality is…. </li></ul><ul><li>Look, can I just say…. </li></ul><ul><li>On the contrary…. </li></ul><ul><li>What we do know is…. </li></ul>Bridging Phrases
  23. 23. <ul><li>What’s most important to us now is…. </li></ul><ul><li>Together we should be working to…. </li></ul><ul><li>There’s no easy answer to these challenges </li></ul><ul><li>but what we do know is…. </li></ul>Bridging Phrases
  24. 24. <ul><li>Accuracy of information + Speed of release + Empathy + Openness </li></ul><ul><li>= </li></ul><ul><li>Your credibility and trust from your mass media audience. </li></ul>To wrap up
  25. 25. Thank you!

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