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Managing the Media

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					        Media Training Session for:




Association of Contingency Planners / Connecticut
   Presented by:




        92 Hopmeadow Street Simsbury CT, 06070
            P (860) 408-1590 F (860) 408-1582
                 www.baldwinmedia.net
       MANAGING THE MEDIA
The Media has its
  agenda…

   What’s yours?

     MANAGING THE MEDIA
Presented by:

Ann Baldwin
Baldwin Media Marketing
92 Hopmeadow Street
Simsbury, CT 06070
(860) 408-1580
www.baldwinmedia.net

      MANAGING THE MEDIA
Interviews



   MANAGING THE MEDIA
Attitude + Behavior + Candor =

CREDIBILITY
  Credibility is defined as a “source of
honor”
  Credibility is personal
  Having credibility means that you are
believable, trustworthy & reliable


        MANAGING THE MEDIA
Attitude + Behavior + Candor =

CREDIBILITY
  Trust is nontransferable
  Trust speaks to your integrity
  When others have confidence in you they
are open to your influence



        MANAGING THE MEDIA
Communications Preparation
Keys to Successful Messages
 Form a communications team
  Organize & Maintain a complete file
system with updated information
  Create a Media Plan
  Effective Communication begins with YOU



       MANAGING THE MEDIA
Communications Preparation
Keys to Successful Messages
 Keep your team informed
 Watch for changes in the message
  What changes need to be made to achieve
your goals?




       MANAGING THE MEDIA
Got the Message -
          Get the Message!
What is your key message?
What is the background and history
of that message?
What is the best way to get
the message out?

       MANAGING THE MEDIA
Got the Message --
Get the Message!
 Focus on your organization’s key messages
  A successful campaign requires a specific
and detailed plan
  Getting your message to the public takes a
lot more work



        MANAGING THE MEDIA
Got the Message --
Get the Message!
  Make sure your message is understood
internally
 Be familiar with your communications
material




       MANAGING THE MEDIA
Got the Message --
Get the Message!
  Be comfortable with the material
  When preparing your message there are a
few basic questions that need to be asked
and answered




       MANAGING THE MEDIA
           Being
    Interviewed


MANAGING THE MEDIA
Media Interviews: Practical Pointers

ALWAYS
  Be prepared with relevant facts and
information
  Keep your answers short and responsive
to the question
  Provide fairly simple answers and
phraseology

        MANAGING THE MEDIA
Media Interviews: Practical Pointers

ALWAYS
  Say it uniquely when possible
  Be yourself and try to feel natural and
comfortable
  Welcome naïve or seemingly hostile
questions


        MANAGING THE MEDIA
Media Interviews: Practical Pointers

ALWAYS
  State the facts and back up general
statements
  Avoid “off the record” statements
  Tell the truth



        MANAGING THE MEDIA
Media Interviews: Practical Pointers

ALWAYS
  Politely request that the interviewer
maintain clarity in questioning and ask for a
clarification when needed
  Slow down your response when faced with
a barrage of questions
  Rehearse your interview beforehand

        MANAGING THE MEDIA
Interviews
Media Interview Formats
  Usually On-Scene or Home Turf
  Be Brief
  May Involve Several Reporters – Look at
the Reporter
 Answer Each Question
 Avoid Negative Images

       MANAGING THE MEDIA
Interviews
Media Interview Formats
  Divide Time and Attention
  Maintain Your Space
  Watch for Live Microphones and Cameras




       MANAGING THE MEDIA
Top Ten List

Characteristics of
   a Good Answer

    MANAGING THE MEDIA
Top 10 Characteristics of
A GOOD ANSWER:
1. A good answer is Honest
2. is Stated Positively
3. is Expressed in Layman’s Terms
4. is Specific
5. is Concise


        MANAGING THE MEDIA
Top 10 Characteristics of
A GOOD ANSWER:
6. It has the main point “up front”
7. Does not include more information than
   is necessary
8. Does not repeat loaded or slanted words




        MANAGING THE MEDIA
Top 10 Characteristics of
A GOOD ANSWER:
9. Uses the opportunity to state the
   organization’s point of view
10. Does not sound antagonistic, evasive, or
  defensive




        MANAGING THE MEDIA
         Crisis
Communications
  MANAGING THE MEDIA
Strategies for Crisis Communications
Take Control
  Be aggressive… take control
  Use the media as a tool to dispel any
rumors
  Never speculate on the cause, cost, or
future ramifications of a crisis



        MANAGING THE MEDIA
Strategies for Crisis Communications
Take Control
   Firmly establish the spokesperson during
a crisis
  The most effective and decisive thing you
can do is respond immediately




       MANAGING THE MEDIA
Strategies for Crisis Communications
Prevent Panic
  Understanding human nature is important
  Panic increases exponentially the longer
people must deal with uncertainty
  Respond immediately
  Gear your statements to the most basic
human needs first

       MANAGING THE MEDIA
Dealing with a Crisis

        The Surprise
         Media Visit

    MANAGING THE MEDIA
The Surprise Media Visit
ALWAYS
   Have a member of the administration act
as a “traffic cop” to help you field questions
or prevent media from speaking to
employees at random
  Have a specific and central prearranged
space available for a “crisis” press
conference

        MANAGING THE MEDIA
The Surprise Media Visit
Never,   Never, NEVER
  Face a group of reporters alone
  Allow yourself to get pinned in a hallway,
office, or work area
  Allow your emotions to affect your
statement to the media



         MANAGING THE MEDIA
The Surprise Media Visit
Never,   Never, NEVER
  Lie to a reporter “just to get them off
your back”
  Allow yourself to shout or argue with a
pushy reporter




         MANAGING THE MEDIA
The Surprise Media Visit
Never,   Never, NEVER
  Release names of people involved in a
crisis until after their families have been
notified
  Turn the media away without a response
or a statement




         MANAGING THE MEDIA
Getting Your Message Out During a Crisis

   Keep alert to all the organizations and
groups that are likely to become activists in
your area connected with your field and
crisis
  Assess objectively what the response of
the media will be




        MANAGING THE MEDIA
Getting Your Message Out During a Crisis

  Personalize and humanize the
organization
  “Low profile” indicates secretiveness and
breeds distrust




        MANAGING THE MEDIA
Getting Your Message Out During a Crisis

  Be sure you have a clear understanding of
the actual workings of all communications
media involved
  Keep your constituents fully informed
immediately of the issue and your position




        MANAGING THE MEDIA
Media Relations
The Golden Rule

         Deal with the
          media like you
          would want them
          to deal with you




       MANAGING THE MEDIA
Media Relations
Tips and Tricks
  The best defense is a good offense
  Stay on the affirmative
  Don’t pretend to be perfect
  Honesty is always the best policy



       MANAGING THE MEDIA
Media Relations
Tips and Tricks
  You are not obligated to tell everything
you know
  Knowing when to talk and when not to
talk is essential
  Acknowledge the problem and take steps
to resolve it quickly


        MANAGING THE MEDIA
Media Relations
Tips and Tricks
  If you are distant and hostile, you will get
what you give
  Get to know people in the media -- their
interests and needs
  Ask reporters for their advice if you
intend to use it


        MANAGING THE MEDIA
Media Relations
Tips and Tricks
  Don’t waste a reporter’s time
  Know the deadlines
  Don’t manipulate release dates and times
  Treat all media fairly and equally



        MANAGING THE MEDIA
Media Relations
On and Off The Record
 Know what “on and off the record”
means
  A reporter must acknowledge and agree to
the conditions of “off the record”
  If you make a reporter scratch for their
own stories and facts and figures, expect
some of them to be wrong

        MANAGING THE MEDIA
Presented by:

Ann Baldwin
Baldwin Media Marketing
92 Hopmeadow Street
Simsbury, CT 06070
(860) 408-1580
www.baldwinmedia.net

      MANAGING THE MEDIA

				
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