Keynote Spra Sacto May 2009

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Keynote Spra Sacto May 2009

  1. 1. Handling a Major Media Storm Presented by Kelly B. Huston Assistant Secretary California Emergency Management Agency
  2. 2. You are here.
  3. 3. There’s no one-way manual
  4. 4. Science of Crisis Communication What 17% factors build trust during 17% a crisis? Assessed in rst 9-30 seconds 50% 17% Competence & Expertise Honesty / Openness Listening / Caring / Empathy / Compassion All Other Factors Source: Dr. V Covello, Center for Change/Risk Communication
  5. 5. When People are Stressed or Concerned ‣ Want to know that you care before they care what you know ‣ Have difficulty hearing, understanding, and remembering information ‣ Focus most on what they hear rst and last
  6. 6. High Pro le Cases ‣ It can happen to you ‣ Usually extend into many parts of a community ‣ Opportunists take advantage of the attention ‣ Sometimes “taint” the community
  7. 7. High Pro le Cases Columbine High School Littleton, Colorado
  8. 8. High Pro le Cases Matthew Shepard Murder Laramie, Wyoming
  9. 9. High Pro le Cases JonBenet Ramsey Murder Boulder, Colorado
  10. 10. Five Early Warning Signs 1. Involves Sex, Crime, Politics, Animals, Children 2. Ties into a current event 3. Unusual media inquiries 4. NBC’s “Today Show” calls 5. Outside organizations offer to get involved
  11. 11. Laci & Scott Peterson
  12. 12. Laci Peterson Disappearance ‣ Reported missing on December 24th ‣ Nothing unusual found inside their home ‣ Dog was found by neighbor with leash still attached ‣ Husband Scott claims he had been shing and came home to nd her missing
  13. 13. ‣ December 25-31st ‣ News stories air locally and nationwide ‣ Searches begin in the region ‣ $125,000 in rewards offered ‣ Media attention increases
  14. 14. Candlelight vigil at park near house brings 1,000+ people from all around
  15. 15. ‣ 8 days after she disappears, police release picture of husband’s truck & boat ‣ News release reads… “If anyone recalls seeing the truck and boat between December 23 and December 25th …[we are] trying to corroborate Scott’s trip to the Berkeley area.”
  16. 16. Media attention now beyond “normal” - Dozens of cameras & reporters covering the case
  17. 17. Scene in front of Laci & Scott Peterson’s home
  18. 18. Just your typical news conference
  19. 19. January 23rd - Amber Frey news conference
  20. 20. ‣ March 5th ‣ Modesto Police announce case had been reclassi ed as a homicide. ‣ “As the investigation has progressed, we have increasingly come to believe that Laci Peterson is the victim of a violent crime.”
  21. 21. ‣ April 14th ‣ The remains of a woman and baby boy that washed ashore at Point Isabel Regional Park, in Richmond, Calif. are discovered. ‣ Found about two miles from where Laci's husband Scott told police he went shing.
  22. 22. ‣ April 18, 2003 ‣ Scott Peterson is arrested in connection with Laci's murder.
  23. 23. Media scene after Scott’s arrest
  24. 24. Outside the Stanislaus County Jail
  25. 25. Outside the Stanislaus County Courthouse
  26. 26. Did someone call a press conference?
  27. 27. Courthouse: Cables, live shots, parking...
  28. 28. rld Wople al am Re x E Here’s what they want
  29. 29. rld Wople al am Re x E Bright Idea! Use the power of the Internet www.pressupdate.info
  30. 30. rld Wople al am Re x E
  31. 31. The Internet Changes the Game
  32. 32. A Divided News Audience
  33. 33. YouTube.com ‣ User- contributed video ‣ Bought by Google.com
  34. 34. Get paid to be a ‘producer’
  35. 35. Chino Hills Earthquake Tuesday, July 29, 2008 11:42 am 39
  36. 36. Twitter 1 40
  37. 37. Flickr.com 1 41
  38. 38. Blogs
  39. 39. YouTube.com
  40. 40. Wikipedia
  41. 41. What does it all mean? ‣ Information is being consumed in nontraditional ways ‣ People are adding to your message and creating their own ‣ We must look beyond the old ways and deliver quicker - be creative! 45
  42. 42. Resources www.ProCommunicator.com 46
  43. 43. Lessons Learned ‣ Prepare today for the events of tomorrow ‣ Establish a relationship ahead of time – coffee anyone? ‣ Ask for help – the press does, why not you? ‣ Compile the obvious facts/ gures (buys time) ‣ When you become the focus, develop talking points and stick to them (repeat, repeat, repeat) ‣ Think of who you’re talking to - mom, neighbors or best friends
  44. 44. Kelly Huston Assistant Secretary California Emergency Management Agency (916) 845-8506 kelly.huston@calema.ca.gov kbhuston@gmail.com www.ProCommunicator.com

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