Communicating During A Crisis

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Communicating During A Crisis

• Its work that begins now.

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Step 1

• Know The Players

• TV
• Radio
• Newspapers

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Trends in Media Hiring

• Young, College-Educated
• Some, but Not Lots, of Experience
• Move from Market to Market
• Not Well-Paid
• Trained to Sniff Out the 5Ws and the H

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Television Reporters

• Could have from one to four stories in a day
• Stories range from (20 sec) voice-overs (VOs) to
  (130) news packages
• Stories could change at any moment
• Often very little background or knowledge of
  subject

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Television Reporters

• Looking for the quick sound-bite on tape (10 to
  15 seconds)
• Need something visual to tell the story
• Can be taped or live, but most often in person
• Looking for emotional statements, or statements
  only experts can say or opinions

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Radio Reporters

• Numerous stories a day
• Stories vary in length
• Sound-bites are about 8 to 15 seconds long
• Reporters need to be educated
• Stories change a number of times each day

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Radio Reporters

• Various deadlines throughout the dayheaviest
  during rush hour drive times
• May conduct live or taped interviews in person or
  over the phone
• Visuals not necessary, but sound is a big plus

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Newspaper Reporters

• Usually have longer deadlines
• Develop more in-depth stories
• May be working on multiple stories
• Usually better educated on the subject

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Newspaper Reporters

• May want a visual, but dont always come with a
  photographer
• Can do follow-up stories
• Write a longer, more detailed stories than radio
  and tv reporters

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Part 3What Makes News?
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News

• New finding
• Human interest
• Children
• Animals
• Inspires drama or fear
• Unusual
• Anniversary

• Impacts a large number of people
• Involves a celebrity or politician
• Controversial
• Timely
• Local angle

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Crisis Communications
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Crisis Communication

• Providing information about an event that occurs
  unexpectedly
• Efforts by community leaders to inform the public
  about a crisis and how to react
• Organization is experiencing the crisis and must
  respond

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During Any Interview

• Use your key messages and repeat them over and
  over again.
• Try to concentrate on the positivewhat we have
  done
• If you dont know the answer say something like,
  let me confirm a couple of things before sharing
  the answer with you.
• Never lie or guess
• Have a conversation with the reporter

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Principles for Messages

• Dont over-reassure
• Acknowledge uncertainty or fear
• Express that a process is in place
• Express wishes
• Give people things to do
• Ask more of people
• Consider the what if questions

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Developing a Message

• What do you want the public to know?
• Develop three key points.
• Use accurate information.

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Elements of a Message

• Clear and concise
• Positive
• Expressed in terms ordinary citizens can
  understand

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Message Mapping

• 27 words (total of 27 words for all three key
  messages with each key message averaging 9 words
  in length
• 9 seconds
• 3 messages

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Message Map 2
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Selecting A Spokesperson

• Someone trained in talking with media
• Someone with knowledge about topic
• Empathetic