Mastering Media

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News Headlines

• Critics Question Federal Contract
• Senator Wants Sun's Federal Contract Cancelled
• CAE Says Loss of Federal Contract Perverse
• In Washington, Contractors Take On Biggest Role
  Ever - nytimes

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Procurement Spending Continues to Grow Rapidly
The Award of Noncompetitive Contracts Is
Accelerating Dangerously
Waste, Fraud, and Abuse Continue to Soar
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• U.S. database exposes Social Security numbers
• By New York Times StaffStory last modified Sat
  Apr 21 054013 PDT 2007
  
• The Social Security numbers of tens of thousands
  of people who received loans or other financial
  assistance from two Agriculture Department
  programs were disclosed for years in a publicly
  available database, raising concerns about
  identity theft and other privacy violations.

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Crisis Leadership

• Primary Goal Do the Right Thing, and Say the
  Right Thing to the Media and to Internal Audiences

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• JET BLUE - A VALENTINE'S DAY HOSTAGE CRISIS
• Nothing says "I love you" like being held hostage
  on a frozen plane with the man you love, 99
  strangers, 4 other people you happen to know, 4
  screaming babies and 3 rambunctious kids running
  about, nothing but chips and soda for sustenance,
  faulty power, unreliable direct TV and overfilled
  sewage system for 11 hours.

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Crisis Leadership

• Primary Goal Do the Right Thing, and Say the
  Right Thing to the Media

Primary Goal Do the Right Thing, and Say the
Right Thing to the Media
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Crisis Leadership

• and to Internal Audiences

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• Dunkin Donuts

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Why are we in conflict with reporters?

• 1. Your role with the news media...
• Make company govt look good.
• 2. News is...
• The abnormal
• 3. Reporters distinguish themselves by...
• Being first

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Crisis Decision Process

• Convene the crisis team.
• Compare facts with crisis principles.
• (Generate 3 options choose one.)
• Write messages plus QA's.
• Communicate internally externally when
  appropriate.

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ITS A PRINCIPLES THING
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ITS A SPEED THING
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Its a Speed Thing

• 1. Crisis leadership is common sense at
  lightning speed.
  
• 2. General MacArthur
• Too Late!
• 3. Most crises smolder.
• 4. What is the truth?

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• Sago Mine

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Its a Principles Thing

• I. Take care of the victims or perceived victims.
  (The victim is where the story is.)
  
• II. Fix the problem. (When did you learn about
  it, and what did you do about it?)
  
• III. Notify stakeholders of your actions (Act
  fast and do not use the media in most cases.)
  
• IV. Acknowledge the situation to the media
  quickly and provide information (Strive to
  respond in the first story).

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Its a Principles Thing

• V. Rehearse critical press interviews.
• VI. Dont make it worse.
• VII. Get it over with.
• VIII. Tell the Truth.
• IX. REASSURE!
• X. Follow your crisis communications plan.

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Your Crisis Plan

• Risk Specific actions, people contact info
• Tested

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ITS A TEAM THING
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Its a Team Thing
Its a Team Thing

• 1. Create a crisis management communications
  team
  
• 2. Ensure sufficient individuals, about 5 people
  and backups, are crisis media trained
  
• 3. CEOs use teams 85 of the time (but always
  have a plan.)
  
• 4. Collaborate with crisis experts before and
  during challenging situations
  

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• Parish President

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ITS A COMMUNICATIONS THING
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DONT CATCH SPEARS
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THROW A MESSAGE
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But what message?

• Why people watch, read, or listen to the news
• The news audience wants to know, Am I safe?
• Your messages actions should.

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REASSURE!
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• Duke

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Crisis Decision Process

• Convene the crisis team.
• Compare facts with crisis principles.
• (Generate 3 options choose one.)
• Write messages plus QA's.
• Communicate internally externally when
  appropriate.

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• Questions

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Its a Benefits Thing
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Embrace Uncertainty
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Embrace Adaptability
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Your Audience
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3 Great Messages

• 1. Express regret/concern
• 2. Order an investigation
• 3. Promise to fix problems discovered, if any

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Furthermore

• Less federal contract assistance
• If you screw up word gets around
• If controversy govt cant provide PR help

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Create A Crisis Team
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