The document provides an overview of strategic communications and interacting with the media. It discusses the changing media landscape, importance of developing a communications strategy, and outlines steps for effective media interaction. These include understanding reporter styles, maintaining message control through bridging and flagging, enhancing delivery with examples and emotion, and being prepared with tested key messages while avoiding guesses or criticism of the media. The goal is to shape public and stakeholder perceptions through strategic, on-message interactions with reporters.

1. The New Media LandscapeStrategic Communications

2. Today’s Agenda1The communications profession2Importance of communications3The information environment4Developing a strategy5Interacting with the media6Q&A

3. What are the skill sets?What are the defining characteristics?The Communications Profession

4. The Communications Profession

5. Today’s Agenda1The communications profession2Importance of communications3The information environment4Developing a strategy5Interacting with the media6Q&A

6. Trust and integrity are at the heart of reputation, which is a key driver of your success…Importance of Communications“A reputation once broken may possibly be repaired, but the world will always keep their eyes on the spot where the crack was." - Joseph Hall“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” - Warren Buffett“Trust is the foundation of total quality, and trust is made up of both character (what a person is) and competence (what a person does).”- Stephen Covey

7. Because we are now in the age:Communications: The Most Critical Element Influencing Reputation

8. Return on Reputation

9. Reputation MatrixOPPORTUNITIES FOR ENHANCING REPUTATIONSTRENGTHS TO PROTECT REPUTATIONProduct Quality[5.7%, 6.53]Community Engagement[5.5%, 5.40]Value[5.5%, 6.53]Customer Service[5.6%, 5.74]MORE IMPORTANT STRENGTHMORE IMPORTANT WEAKNESSLand Use[5.1%, 5.15]Philanthropy[5.1%, 5.56]Fair Wages[5.0%, 5.04]TOP PRIORITIESEnergy Efficiency[4.5%, 5.12]Cleanliness[4.3%, 6.53]Relative ImpactGreen Products[4.2%, 5.35]Product Safety[4.0%, 6.36]Fair Competition[3.8%, 4.96]Waste & Recycling[3.9%, 5.96]Convenience[3.9%, 6.77]Job Opportunities[3.9%, 5.31]Employee Benefits[3.8%, 4.91]Loss Prevention[3.7%, 6.19]Financial Strength[3.7%, 6.03]Local Investment[3.6%, 4.60]Governance & Management[3.6%, 5.91]LESS IMPORTANTWEAKNESSLESS IMPORTANTSTRENGTHSupplier Responsibility[3.3%, 4.79]Data Privacy[3.1%, 6.25]Labor Relations[2.9%, 4.92]Executive Compensation[2.2%, 5.20]Relative Performance

10. Today’s Agenda1The communications profession2Importance of communications3The information environment4Developing a strategy5Interacting with the media6Q&A

11. The Information Environment

12. The Old MonologueStatic WebsiteStatic WebsiteNewsletters/ EmailsAudienceAdvertisingCompanyTrade PublicationsConsumer Media

13. The New ConversationMediaLiberalsScholarsConservativesCustomersTarget AudienceCandidatesActivistsParentsInvestorsCompany

14. Technology is Changing Our Media Consumption HabitsDot Com BoomWeb 1.0Web 3.0Web 2.03G2000Broadband1995Dial Up1990Internet opens up to public20104G

15. Instantaneous and Integrated News Cycle Social NetworkingMicrobloggingBlogs

16. Capitol Hill Staff See Blogs as a Top Source for News and Analysis

17. Social Networking Sites are Gaining Credibility On Capitol Hill

18. Policy is Made by “Influencers” as Much as Policy MakersWatchdogsAdvocacy GroupsConstituentsBusinessPolicyInformationPolicyPolicyPolicyInformationPolicyPolicyInformationOther RegulatorsPolicyPolicyPolicymakersMedia

19. “Influencers” Are In Turn Influenced By Mass MediaPolicy MakersComments on media ACTIONCommunityWrite BlogsReputationMediaInformationDemonstrationsInformationLetters to the EditorTweetsInformationGrassrootsWord of MouthLobbyingInfluencersSocial NetworksProtestsACTION

20. 1The communications profession2Importance of communications3The information environment4Developing a strategy5Interacting with the media6Q&AToday’s Agenda

21. A Systematic Process

22. Critical Path AnalysisAsks Framing QuestionsGoalsAudienceBroader EnvironmentCredibilityToolsWho am I trying to influence?

23. Who are the decision makers?

24. How do they get their info?

25. Who are their allies? Who are my allies?

26. What are their strengths/ weaknesses?

27. Who else is in the mix?

28. What is the goal?

29. Awareness

30. Attitude

31. Action

32. What would be the best possible outcome?

33. What are the players saying

34. What is missing from the dialogue?

35. How has the media covered this issue?

36. What other relevant trends are driving this issue or fighting it?

37. Who has credibility in the discussion?

38. Is my message credible?

39. What is the company’s status in this issue/ discussion?

40. What is missing from my argument?

41. What levers are at my disposal?

42. Where is the discussion taking place and how can I impact it? Strategic Filter Can Result in Different Conclusions A “game-changing” move is requiredYou need a new topic of conversationYour message lacks sufficient amplitudeBUTTHEREFORETHEREFORE

43. The Message and the Messengers Frame the Debate

44. Engagement & Mobilization Spark the Debate

45. Stakeholder Mapping &EngagementInfluenceStrengthWeak DirectInfluencer Scale of activities

46. Human/financial resources

47. Audience reach

48. Credibility on the issue

49. Visibility / media & online savvyOpenness to CollaborateDecision Maker Common interest?

50. Existing relationship?