Crisis (Media) Management

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Crisis (Media) Management

  1. 1. 2008 AHISA SCHOOL GOVERNANCE CONFERENCE Crisis (Media) Management Media Manoeuvres Media Training Crisis Planning & Training Operating Australia Wide – offices - Melb/Syd/Canberra “Your Catalyst For Media Success”
  2. 2. Who Is Responsible? • Risk Management Strategy – The Board “Your Catalyst For Media Success”
  3. 3. Why Is It Important? Recent Australian research demonstrates; • Quarter of companies - do not survive • Almost 50% of companies – 6 mths - pre- crisis reputation & staff morale • 66% - crisis lasted 21 days or less • 75% - direct crisis costs of < $5m “Your Catalyst For Media Success”
  4. 4. Issue Or Crisis? • Issue – internal or external event, incident or condition which, IF IT CONTINUES, could have significant impact • Crisis – it’s happening – a major occurrence which is threatening reputation or viability of the school or the independent schools industry and is seriously interrupting normal school operations. • An issue ignored is a crisis ensured. “Your Catalyst For Media Success”
  5. 5. Issues Mgt. Vs Crises Mgt. • Issues management is AVOIDING crises. • Crisis management is DEALING with the crisis “Your Catalyst For Media Success”
  6. 6. The Cycle of an Issue/Crisis Ineffective Crisis! Reputation Effective Damage X Media Management Emerging Recovery Current Potential Legacy Time “Your Catalyst For Media Success”
  7. 7. Crisis Management and Reputation In reputation terms, the way your school manages a crisis can be more important than the crisis itself = opportunity “Your Catalyst For Media Success”
  8. 8. The Big Debate • Role of lawyers – technical, $$$$ • Role of communications – REPUTATION = market share/enrolments, retention & quality of staff /maximum fees $$$/access to capital • Which one is most important? “Your Catalyst For Media Success”
  9. 9. Your School Business High Reputation Enrolments Staff resignations Decreasing academic results Negative media coverage Low Reputation Time - Reputation “Your Catalyst For Media Success”
  10. 10. The Crisis Media Comms Plan • Communication flow to school stakeholders • Predefined & rehearsed – guidelines/policies • Single co-ord. point of contact • Spokesperson protocols – fully trained/rehearsed • Frontline/office staff – awareness training/scripts • School’s strategic position & key messages • Templates – verbal/written statements /logs • Media lists - technology • Media rooms/technology/on site locations/tours “Your Catalyst For Media Success”
  11. 11. Dealing With The Media The Court of Public Opinion “Your Catalyst For Media Success”
  12. 12. The Power Of The Media • Powerful and effective • Destructive • Creates ‘facts’ – 90% influence opinion/actions • Technology – on screen, on-air, on paper, online • News anywhere – anytime - continuous “Your Catalyst For Media Success”
  13. 13. Media Agenda in Crisis • Want facts/pictures – complete story • Informed, confident spokespeople • Community watchdog for your schools failings • Human impact • How it happened/who’s to blame? • What are you doing about it? • Speculation – black hats/controversy/experts/activists • Human interest - high profile names “Your Catalyst For Media Success”
  14. 14. Media Sources • Legacy issues & media files • Disgruntled current & former parents/teachers /students • Education “experts” • Citizen ‘reporters’ • Unions “Your Catalyst For Media Success”
  15. 15. Common Media Tactics • Telephone numbers • Rapid questioning • Threat of unbalanced stories • Threat of deadlines • Quoting someone (antagonist) • Aggressive behaviour • Empathy “Your Catalyst For Media Success”
  16. 16. Your School’s Agenda in a Crisis? • Reputation – accurate, timely, coordinated, consistent info. – in control • Student/family responsibility • Staff responsibility • Business continuity responsibility • Legal risk minimisation “Your Catalyst For Media Success”
  17. 17. Crisis Communication Model C - concern, compassion A - actions taken/to be taken M - messages P - perspective s - stick to it “Your Catalyst For Media Success”
  18. 18. Crisis Media Statements • Holding statements • Media statements/interviews • Updates • Media Conference (if required) • Extended current affairs interviews and/or new news angles “Your Catalyst For Media Success”
  19. 19. Holding Statement? • Gives you initial control • Media feels informed • Deflection - direct media to someone else e.g. AHISA/Police • Avoids media frenzy/sourcing unsolicited information • Minimises speculation/damage • Buys time “Your Catalyst For Media Success”
  20. 20. Media Stages of a Crisis • The incident – when a crisis hits – holding statement • The story unfolds – crisis escalates statements, updates, media conference • Climax – who’s to blame? – same day or later/in- depth reporting current affairs, more news angles • Aftermath – in depth analysis, current affairs, more news angles “Your Catalyst For Media Success”
  21. 21. The Media As A Friend • Fastest/powerful - messages • Help manage crisis – hotlines/evacuations • Help avoid public outrage – costly litigation • Just as much a FRIEND as foe • BUT be prepared & play by rules “Your Catalyst For Media Success”
  22. 22. Who’s in the firing line? • Your principal and executive team members • Are they media communications experts? Are they ready to be sent out to the ‘wolves’ to protect your school’s reputation/legal liability? “Your Catalyst For Media Success”
  23. 23. Principals’ Fear In a Crisis • Sheer numbers • Media are too fast/uninformed/emotional aspect not appreciated/out to get you • Media are too pushy • Saying the wrong thing/escalation/litigation • Losing job! “Your Catalyst For Media Success”
  24. 24. Common Questions • Can they film in our school? • Can I ask them to leave if I am caught off-guard? • Can I refuse to speak to them on the phone? • Can I say no comment? • Can I use and trust off the record? • Can I ask them not to quote me? • What can I do if they are rude/aggressive? “Your Catalyst For Media Success”
  25. 25. Are You Risk Prepared? • Crisis Plan – operational + communications • Induct plan • Crisis media training – Principal & Ex. team • Crisis simulation • AHISA website – powerpoint & schools crisis article “Your Catalyst For Media Success”

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