The Communications Challenge

1
The Communications Challenge

• Janet Butler
• Environment Canada
• With thanks to Jack Saunders,
• Environment Canada

2
Government Communications PolicyOr, Why Are We
Here?

• It is the policy of the Government of Canada to
• Provide the public with timely, accurate, clear,
  objective and complete information about its
  policies, programs, services and initiatives.
• Ensure that institutions of the Government of
  Canada are visible, accessible and accountable to
  the public they serve.
• Institutions must cultivate proactive relations
  with the media to promote public awareness and
  understanding of government policies, programs,
  services and initiatives.

3
Who is my Audience?

• Friends
• Family
• Stakeholder Groups
• Many facets of the Public
• Media
• Anyone who misunderstands the role of Public
  Service!

4
ANALOGIES The Game or the Dance?

• The Game Implies winners and losers (and who
  wants to be on the losing end of that?)
• The Dance
• Partners, of sorts
• Elegant, when properly executed
• Someone has to lead so why not you?

5
Public Relations, Stakeholder Relations and Media
RelationsWhats the Common Theme?

• It really is all about relating
• Relationships are generally mutually beneficial
• Relationships must be actively cultivated
• Relationships take work
• Many members of both the public and the media
  need to be educated about your work!

6
The Public Their Needs, Wants and Desires

• To understand how the Government of Canada
  affects them
• To understand what they get in return for their
  tax dollars
• To have public servants ready, willing and able
  to answer questions and be accountable, on a very
  human level

7
Stakeholder Groups Their Needs, Wants and
Desires

• To get timely and accurate information regarding
  the Government of Canadas role in their cause
• To put this information forward to their
  constituents in a timely and accurate manner
• To pursue their agenda with or without your
  information!

8
The Media Their Needs, Wants and Desires

• Types of media Print, Radio, TV, Internet, Wire
  Services
• The medias job
• Inform their audience
• Guard the publics trust
• Sell their product and make money
• The media are not your friend - nor your enemy
• The media need you just as much as you need them
• Always tell the truth then you dont
• have to remember anything. -- Mark Twain

9
Our Needs (aka Why Bother?)

• Public Service is important
• Public servants and their work help people make
  informed decisions
• Our work helps to influence policy when properly
  communicated
• Government is cool
• Public service, and its communication, is our job!

10
Before the Communication Takes Place

• Prepare your material
• Key messages
• Sound Bites (5-15 seconds for media)
• Quotable Quotes (1-3 sentences)
• Preparations for that kind of interaction
• Public, Stakeholder Group, Media
• (Oh dear, whatever shall I wear?)
• Mental preparation

11
Verbal and Non-Verbal Communication

• Do
• gt Always be truthful
• gt Avoid jargon or ambiguity
• gt Use voice inflection, pitch, tones and pace,
  and pauses for emphasis after key words
• gt Sit/stand comfortably
• gt Be calm and polite - but also passionate and
  energetic about your points (and your job!)
• gt Focus on your agenda, not on the others
  agenda
• gt Be brief (30 seconds maximum) and clear

12
Verbal and Non-Verbal Communication

• Don't
• gt Get rattled over questions
• gt Say no comment
• gt Talk off the record Ever Everything is
  on the record
• gt Speculate or discuss advice or offer personal
  opinions
• gt Fill dead air - Silence is, if not golden,
  certainly quite acceptable
• gt Be afraid to admit you dont know something if
  its not in your area of knowledge
• gt Answer a question by including a negative
  statement or repeating a negative comment
• gt Sound smug or arrogant, hostile or defensive -
  or say uh..., um..., okay... or er...
• gt Nod your head during a question - it looks
  like youre agreeing with what the reporter is
  saying

13
Bridge and Deflect Techniques

• Allows you to pursue a more advantageous line of
  questioning
• Lets look at it from a broader perspective
• There is an equally important
  concern/question
• Lets not lose sight of the underlying
  problem
• There is another issue playing into this
• That is not the real issue. The real issue is
• The most important thing to remember is
• Ive talked about a lot of things. It really
  boils down to this...
• Just the opposite is true
• I dont know about thatBut what I do know is

14
What to do if

• The questioner is antagonistic
• Questions are hostile, or in ambush style
• Questions are asked in repeated form
• You dont know the answer
• Youre asked hypothetical or speculative
  questions, or asked about rumours

15
What to do if

• Youre given a statement, not a question
• Youre asked for assurances or guarantees
• The question has incorrect information in it
• The question is confusing or vague
• Youre asked multiple questions at once

16
What to do next . . . .

• Start thinking like a member of the
  public/stakeholder/ journalist in your everyday
  duties (i.e. think about story lines, what are
  sexy stories you should be telling?)
• Engage a partner for mock interviews
• Be fair but critical, if necessary
• Plan ahead, as if this were the real deal
• Watch/listen to radio and TV interviews
• What is the interviewees take-home message?
• Is that what (s)he wanted to say, do you think?
• How comfortable did (s)he look?
• How could you improve on this performance?
• Just when you thought you couldnt keep
  practicing, practice some more!