Decoding the media: Creating a Public Profile

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Decoding the media Creating a Public Profile
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the Media

• Every newsrooms major objective is to feed the
  goat. Thats the unquenchable demand of every
  electronic news operation to fill air-time and
  every newspaper to fill space on the page.
  Air-time or page space must be filled by the
  best, most conflict-ridden, provocative stories
  to draw more viewers, readers or listeners.
  Thats because newspapers, radio and television
  are all in business to make money.

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Media focus

• The media clearly jumps on to bad news quicker
  and keeps it alive longer. It does this because
  the public is fascinated by bad news. Think of
  the way the traffic slows down so people can look
  carefully at a car wreck. The media wants to
  sell to the most customers and customers are
  drawn more readily to bad news than to good news.

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Competition

• In some respects journalism is a game, and to win
  you must get the story first and cover it the
  best. If there is no new news, reporters look for
  fresh angles on an existing story so they can
  make it new and own it. If your publicity is not
  properly handled, reporters can keep it alive for
  days, weeks, or even years.

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Sponsorship Scandal
Bingogate
Watergate
Glen Clarks deck
Bill and Monica
Fantasy Gardens
Michael Jackson
Clayoquot Sound
Boat People
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The ACE Rule

• Action
• Conflict
• Emotion

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Risk Aversion

• The reason why so many media policies are focused
  on saying as little as possible
• Creates fear on the part of the person being
  interviewed
• Tends toward poorly worded messages out of
  speculation about what might go wrong

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Risk Management

• Be proactive
• Watch out for what comes next but be strong on
  your message and your intentions
• Avoid anger
• Practice speaking without an emotional response
  unless it is justified and appropriate
• Correct omissions
• Questions that dont contain all the pertinent
  facts can be as dangerous as incorrect
  statements. Correct the question and redirect the
  discussion to your message.

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Telling Good News

• Make it relative
• Who does it help? Why do I care?
• Cite Examples
• Give specifics
• Use references
• Have someone involved or impacted by the story
  appear in person

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The Message Box

• The Message Box is the list of responses or
  statements you are prepared to make on a given
  topic
• You should not have more than ten messages listed
  for any given topic and you should memorize your
  list whenever possible

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Inside the Lines

• What can I say?
• What cant I say?
• What should I say?
• What will benefit me/us the most?
• What should I not say?
• What can I say that I probably should not focus
  on if I want to stay in control of my message?

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The Media Release

• FOR IMMEDIATE RELEASE
• Contact Information
• Headline
• Location/Dateline
• Initial paragraph
• Body
• Brief bio

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Preparation Strategies

• The friendly approach
• The combative approach
• Hot button words
• Personal opinion
• Hypothetical questions
• Lack of facts

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Interest Groups

• Why are they so interesting?
• Easy
• Familiarity
• Availability
• Staged events

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Crisis Communications

• A crisis is
• an immediate threat, which requires immediate
  action
• A crisis issue
• threatens reputation, integrity, health, safety
  or security
• Any issue can be a crisis in the making

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Crisis constants

• Grave concern
• Temptation toward denial
• Need for information
• Desire to tell your side
• Emotion

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Crisis planning

• Get the facts
• Have current contact lists
• Respond in a timely manner without addressing
  responsibility
• Dont overreact
• Decide who owns the issue
• Tell as much as you can

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Crisis planning

• Have one spokesperson
• Talk to all employees and stakeholders
• Be media aware
• Track the issue and how it is reported
• Insure all stakeholders are constantly kept up to
  date