NFPA Technical Staff Training Module 14


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  • On 21 July 1991, the Greek oil tanker Kirki lost its bow off the coast of Western Australia after the vessel encountered rough seas and heavy swell.  The damaged bow section broke off resulting 20,000 metric tons of crude oil to spill which then caught fire.  The ship was a total constructive loss.
  • Just having “just” a corporate web site is not enough any more. Not abandoning traditional methods of communication, but need to be in the game Social media is about ordinary people taking control of the world around them and finding creative ways to bring their voices together to get what they want. Gone are days where companies can “sit back and watch”. A determining factor in a company’s success is going to be increasingly measured by how they interact with their customers, ask for feedback, and be part of the conversation. Do just a little bit of searching on the Web, you’re going to find conversations about NFPA. These conversations are happening and companies need to decide if they’re going to play or they’re going to ignore this technology. It is clear that we’ll never go back to the days when we or any other company get to completely control our messages through the channels that we select. Social media means that we have to give up some control.
  • Communications strategy firm CONE: Companies should: use social networks to solve their problems (43 percent). solicit feedback on their products and services (41 percent) via social media. develop new ways for consumers to interact with their brand (37 percent) through social media. market to consumers (25 percent) using social media
  • RSS (Really Simple Syndication) is a format for delivering regularly changing web content . Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it.   RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by getting the latest content from the sites you are interested in. You save time by not needing to visit each site individually.
  • This is the OLD way of surfing the web: This is you and these are your favorite web sites. You log onto your computer and you’re looking for something new. Favorite blogs. Is there anything new there? Nope Favorite news sites. Anything new there? Nope. And every time you look for something new and it’s not there, you’ve wasted valuable time.
  • This is the new RSS way of surfing the web: Take the arrows and turn them the other way. Which means that the new content on your favorite blogs and your favorite news sites comes to you instead. So what RSS can do is set up a single home, where new content from all of your favorite web sites comes to you
  • Gives NFPA the ability to spread and reinforce our messages wider than ever before In many cases, it’s easier to “show” than to “tell” Videos are interesting – look at the phenomenal success of YouTube. Helps NFPA put a face/personality to a story
  • How we use video: Embedding videos in Web articles: Hindenburg Lake View School Fire
  • NFPA Technical Staff Training Module 14

    1. 1. NFPA Technical Staff Training Module 14 – Media Contact Training
    2. 2. Opening Activity/Discussion
    3. 3. Module #1 Objectives: <ul><li>Upon completion of this module, you will be able to: </li></ul><ul><ul><li>Understand NFPA’s approach/procedure for media relations </li></ul></ul><ul><ul><li>Use the Office of Public Affairs as a resource </li></ul></ul><ul><ul><li>Effectively handle media inquiries for your area </li></ul></ul><ul><ul><li>Have an understanding of newer social media outlets </li></ul></ul>
    4. 4. NFPA and the Media <ul><li>Goals for Media Relations </li></ul><ul><li>Position/reinforce NFPA as the authority on fire, life, electrical safety and related issues </li></ul><ul><li>Be a source for information </li></ul><ul><li>Promote NFPA as an advocacy leader </li></ul><ul><li>Incorporate new technologies into communication activities </li></ul>
    5. 5. Handling Inquiries Procedures <ul><li>Calls coming directly to you </li></ul><ul><li>Calls coming to Public Affairs </li></ul>
    6. 6. Handling Media Inquiries “Realities” <ul><li>It goes with the territory </li></ul><ul><li>News happens around the clock. </li></ul><ul><li>Reporters don’t always know you, NFPA, or your issue. </li></ul><ul><li>Reporters are always on deadline or tell you they are. </li></ul><ul><li>Reporters don’t always get it right. </li></ul>
    7. 7. The Media <ul><li>Newspaper </li></ul><ul><ul><li>Longer more detailed interviews </li></ul></ul><ul><ul><li>Scheduled </li></ul></ul><ul><ul><li>Varying degrees of knowledge of NFPA and issues </li></ul></ul><ul><li>Trade Publications </li></ul><ul><ul><li>Very detailed </li></ul></ul><ul><ul><li>Deeper understanding of industry </li></ul></ul>
    8. 8. <ul><li>TV </li></ul><ul><ul><li>Requires short answers 8-10 seconds </li></ul></ul><ul><ul><li>Get to the key message fast </li></ul></ul><ul><ul><li>Need to think about style and appearance </li></ul></ul><ul><li>Radio </li></ul><ul><ul><li>Emphasis on voice (how you sound) </li></ul></ul><ul><ul><li>Use notes but be conversational </li></ul></ul>
    9. 9. Handling Media Inquires “You’re on” <ul><li>Every call is either an opportunity or a challenge </li></ul><ul><li>Think before your respond </li></ul><ul><li>Know what the reporter is calling about </li></ul><ul><li>Once you know what they are calling about, anticipate the next questions and have answers for them </li></ul><ul><li>Be truthful </li></ul>
    10. 10. Press Rules <ul><li>Off the record - not to be released in any form– don’t go there. </li></ul><ul><li>On the record - If you say it it’s in </li></ul>
    11. 11. Messaging <ul><li>Develop the two to three key messages you want to get across </li></ul><ul><li>Gold, Silver, Bronze – 1, 2, 3 </li></ul><ul><li>Think about different ways of saying them </li></ul><ul><li>Concise, simple, straightforward </li></ul><ul><li>Positive words, memorable phrases </li></ul>
    12. 12. Supporting Key Messages <ul><li>One or two supporting points for each message </li></ul><ul><ul><li>Facts/figures </li></ul></ul><ul><ul><li>analogies </li></ul></ul>
    13. 13. The Interviews <ul><li>The key is preparation </li></ul><ul><li>Set the ground rules ahead of time - time, what you can talk about what you can’t. </li></ul><ul><li>Develop your message </li></ul><ul><ul><li>identify the two or three main points and supporting info </li></ul></ul><ul><li>Keep it simple </li></ul><ul><li>Don’t say no comment </li></ul>
    14. 14. <ul><li>Be calm, polite </li></ul><ul><li>Don’t repeat the negative </li></ul><ul><li>If you don’t know an answer say you don’t and you’ll be happy to find out </li></ul><ul><li>Avoid technical jargon </li></ul><ul><li>Stick to facts </li></ul><ul><li>Don’t feel compelled to fill dead air time. </li></ul>
    15. 15. Staying on Message <ul><li>Acknowledge the question and bridge to your message </li></ul><ul><ul><li>That is an interesting question, however the key issue is… </li></ul></ul><ul><ul><li>I can’t speak to that but …. </li></ul></ul><ul><li>Give the reporter the lead or headline </li></ul><ul><ul><li>The most important point is … </li></ul></ul><ul><ul><li>It comes down to three things … </li></ul></ul>
    16. 17. Practice Interviews <ul><li>3-5 typical questions on your code/area of expertise </li></ul><ul><li>2-3 questions you hope no one will ever ask you </li></ul>
    17. 18. Other Issues <ul><li>Promoting your projects </li></ul><ul><li>Early warnings </li></ul>
    18. 19. Social media <ul><li>Changing the communication landscape </li></ul><ul><li>Needs to be planned and thoughtful </li></ul><ul><li>Clear and measurable objectives (generate leads, legislate change, increase knowledge, influence behavior modification, etc.) </li></ul><ul><li>Social media strategy </li></ul>
    19. 20. How do we communicate? <ul><li>Newsletters Media outreach Catalogs Publications E-mail Customer call center Face-to-face Tech. interpretations Web site </li></ul><ul><li>Web 2.0 = Social Media </li></ul><ul><li>Using electronic and Internet tools to share and discuss information and experiences with others to create value for the user Blogs Podcasts Video/Audio Wikis Photo-sharing Social networking </li></ul>
    20. 21. Social Media
    21. 22. Social Media <ul><li>Survey: Americans expect social media (September ‘08) </li></ul><ul><li>93% of online Americans say companies should have a social media presence </li></ul><ul><li>85% believe companies should be interacting with consumers through social media </li></ul>
    22. 23. Blogs <ul><li>Blog = “Web log” </li></ul><ul><li>A simple Web-publishing tool that allows writer/writers to post information (text, images, graphics, audio, video, links) as entries. i.e. The Huffington Post, Lifehacker, Over the Monster, Google Blog </li></ul><ul><li>Less formal writing </li></ul><ul><li>Can feature multiple voices </li></ul><ul><li>Content is short, doesn’t need to be as “developed” and shorter. </li></ul><ul><li>Interactive and community building. </li></ul><ul><li>Point </li></ul><ul><li>other “related” content (and these sites could point back to you). </li></ul><ul><li>Becomes a home for things that don’t have a home on your site </li></ul>
    23. 24. Blogs
    24. 25. Twitter <ul><li>Micro-blog – 140 characters </li></ul><ul><li>NFPA has @ 480 followers </li></ul>
    25. 26. RSS <ul><li>RSS = “Really Simple Syndication” </li></ul><ul><li>A format for delivering regularly changing Web content for people who sign-up to receive it. </li></ul>
    26. 27. RSS
    27. 28. RSS The “old” way of surfing the Web
    28. 29. RSS The “ RSS ” way of surfing the Web
    29. 30. Audio <ul><li>What is an audio clip? </li></ul><ul><ul><ul><li>A digital file (.wav, .ogg, .aud, .mp3 …) </li></ul></ul></ul><ul><ul><ul><li>Accessed via link(s) </li></ul></ul></ul><ul><ul><ul><li>Downloadable or streamed </li></ul></ul></ul><ul><ul><ul><li>Media Player (Quicktime, iTunes, Windows Media Player, etc … ) </li></ul></ul></ul><ul><ul><ul><li>Length of time </li></ul></ul></ul>
    30. 31. Audio <ul><li>Why audio clips? </li></ul><ul><ul><ul><li>Institutional knowledge at your organization </li></ul></ul></ul><ul><ul><ul><li>A new way of providing content </li></ul></ul></ul><ul><ul><ul><li>Compliments other online content </li></ul></ul></ul><ul><ul><ul><li>We like hearing what the experts have to say </li></ul></ul></ul><ul><ul><ul><li>A first step towards producing video </li></ul></ul></ul>
    31. 32. Audio Examples:
    32. 33. Podcasts <ul><li>What is a podcast? </li></ul><ul><ul><ul><li>Digital media files – audio or video </li></ul></ul></ul><ul><ul><ul><li>Distributed online </li></ul></ul></ul><ul><ul><ul><li>Played on a PC or portable media player (iPod) </li></ul></ul></ul><ul><ul><ul><li>Syndication </li></ul></ul></ul><ul><ul><ul><li>Tends to be longer form, but not necessary </li></ul></ul></ul>
    33. 34. Video <ul><li>“ A picture tells 1,000 words. A moving picture tells 10,000.” </li></ul>
    34. 35. Video Video clips on our Web site or blogs help us tell a story or make a point . From NFPA’s 2008 conference blog
    35. 36. Video Our most-watched videos on YouTube. Posted: Nov. 2007 Views: 77,727 Posted: June 2007 Views: 36,000
    36. 37. Social Media “ The media world has changed more in the last five years than it has in the last 50, and it will continue to change at that rate again in the next five years.” - Wenda Harris Millard Martha Stewart Living Omnimedia
    37. 38. NFPA and Social Media <ul><li>Pros </li></ul><ul><li>Increases traffic </li></ul><ul><li>Free, or almost free </li></ul><ul><li>Not labor intensive </li></ul><ul><li>Enhances brand </li></ul><ul><li>Direct communication </li></ul><ul><li>↑ Search engine visibility </li></ul><ul><li>Speaks to the next generation of members </li></ul><ul><li>Allows us to be part of the ‘conversation‘ </li></ul><ul><li>Cons </li></ul><ul><li>Ever changing environment </li></ul><ul><li>Potential to be overwhelmed </li></ul><ul><li>Lose control of the message </li></ul><ul><li>Not our demographic…yet </li></ul><ul><li>Measurement of ROI is difficult </li></ul><ul><li>Too many conversations </li></ul>
    38. 39. NFPA Next Steps <ul><li>Maintain current participation in currently used forms of social media </li></ul><ul><li>Increase participation in Twitter/LinkedIn/Blogs </li></ul><ul><li>Create an ongoing task group </li></ul><ul><li>Establish guidelines for employee participation in social media </li></ul>
    39. 40. Questions