Managing A Crisis

1
Managing A Crisis

• Dealing with the media

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Have a Plan

• If you dont have a good crisis
• communications plan,
• Youre a disaster waiting to happen

3
But first

• A game!

4
The Role of the Media

• You reporters should have printed what he meant,
  not what he said.
• Aide to late Chicago Mayor Richard Daley

5
The Changing Media Landscape

• A shift from once-a-day news cycle to a 24-hour
  news cycle
• TV no longer controls the breaking news franchise
• Multimedia story-telling
• The world is watching

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Print versus Broadcast

• Print
• More in-depth
• More space, time
• Different writing style
• Still photos
• Moving aggressively to video on demand

• Broadcast
• 10-15 second sound bites
• Simpler, concise writing
• Conventional deadlines/video
• TV shows, doesnt tell as much detail

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3 Basic Objectives in any Crisis

• Fix the Problem
• Tell us HOW youre fixing it
• What are you doing to keep it from happening
  again?

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Media Rules

• You are not in control!

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Media Rules

• You are not in control!
• Explain, Explain and Explain again

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Media Rules

• You are not in control!
• Explain, Explain and Explain again
• This isnt the movies. There are no
  previews

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Media Rules

• You are not in control!
• Explain, Explain and Explain again
• This isnt the movies. There are no
  previews
• More isnt better

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Media Rules

• You are not in control!
• Explain, Explain and Explain again
• This isnt the movies. There are no
  previews
• More isnt better
• Theres always another source!

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Media Rules

• Off the record? Dont go there.

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Media Rules

• Off the record? Dont go there.
• Always tell the truth

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Media Rules

• Off the record? Dont go there.
• Always tell the truth
• Brief Key-Point Soundbites

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Media Rules

• Off the record? Dont go there.
• Always tell the truth
• Brief Key-Point Soundbites
• Be Cool, Stay Calm

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Media Rules

• Off the record? Dont go there.
• Always tell the truth
• Brief Key-Point Soundbites
• Be Cool, Stay Calm
• Never say No Comment

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Media Rules

• Leave Speculating to Wall Street

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Media Rules

• Leave Speculating to Wall Street
• The media is NOT the enemy!

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Media Rules

• Dont speculate
• The media is NOT the enemy!
• Smile and stay positive

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Media Rules

• Dont speculate
• The media is NOT the enemy!
• Smile and stay positive
• Its never over til its over!

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Media Rules

• Dont speculate
• The media is NOT the enemy!
• Smile and stay positive
• Its never over til its over!
• Accept responsibility, dont place blame

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Media Rules

• Dont speculate
• The media is NOT the enemy!
• Smile and stay positive
• Its never over til its over!
• Accept responsibility, dont place blame
• Help, dont hinder
• by Gary D. Plummer / Bruce Gietzen

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Help, dont Hinder

• Include media kits
• Designate a single spokesperson and briefing area
• Be available!
• Be conscious of deadlines
• Do not play favorites
• Feed the Monster!

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A crisis defined

• Any situation that
• Interferes with normal business operations
• Falls under media scrutiny
• Jeopardizes the institutions reputation
• Damages the bottom line

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The Golden Rule

• In the court of public opinion, you are guilty
  until proven innocent.

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Media interview tools

• Bridging, hooking flagging

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Bridging

• Give short, honest answer, then bridge to a
  positive message you prepared in advance.

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Bridging examples

• I dont know the answer to that question. What I
  do know is
• Historically, that was the case. Today, heres
  what were doing
• That used to be important. Whats important now
  is
• No, let me explain
• Yes, and furthermore

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Hooking

• Hooking is the art of leaving a little taste of
  something youve said to encourage the kind of
  follow-up questions you want.

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Hooking examples

• Weve got some other exciting new products
  coming soon as well
• Youd be surprised at what our research
  indicates
• There are three things weve found that are
  particularly important

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Flagging

• Flagging is the art of giving the reporter their
  lead by underscoring what is important, either
  through repetition or key phrases

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Flagging examples

• The key point to remember is
• The most exciting thing about the program is
• The real issue is
• The real question to ask is

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Interview techniques

• How to handle them

35

• Technique Omniscient Authority
• Problem Expects you to know everything
• Solution Thats not my area of expertise, but
  Ill try to find the information for you. Whats
  your deadline?
• Technique The Machine Gun
• Problem Multi-part questions
• Solution Answer the one you want or answer the
  issue raised by the questioner.

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• Technique The Interrupter
• Problem Never lets you complete a thought
• Solution Ignore the interruption, keep talking
  and come back to answer the question later. Or
  stop, listen patiently to the new question and
  say youll address it in a moment, then go on,
  Now, as I was saying
• Technique The Paraphraser
• Problem Unfairly and incorrectly restates what
  you say
• Solution Dont get angry, restate your position
  carefully. I guess I didnt make myself clear

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• Technique The Color Commentator
• Problem Reporter makes a provocative comment
  without actually asking a question, as a way to
  evoke a reaction
• Solution Dont respond, but ask, So what is
  your question?
• Technique Silence
• Problem Reporter pauses for several seconds at
  the end of your response
• Solution Fill the void with positive points. Or
  dont say anything at all.
• Technique Proprietary Questions
• Problem Asks for secrets or confidential
  information
• Solution Stick to public information, bridge.

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Summary

• Activate Crisis Communication Team
• Take the first 24 hours very seriously
• Gather and document all information pertaining
  to the crisis
• Acknowledge responsibility (not the same as
  accepting blame)
• Enlist third parties for support
• Demonstrate empathy, care and concern
• Communicate regularly

39
Media dos

• Be opportunistic.
• Take the initiative, direct the interview.
• Get key messages early and often.
• Use bridging to get to your key messages.
• Support your messages with proof, facts,
  analogies.
• Turn negatives into positives.
• Be honest
• Be personal, use the reporters first name.
• Its OK to say, I dont know,
• Get media training.

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Media donts

• Dont cancel or postpone interviews.
• Dont repeat negative language from questions in
  your answers.
• Never dodge tough questions.
• Avoid over-answering.
• Dont take things personally.
• Dont use industry jargon or little-known
  acronyms.
• Dont say, No comment.
• Dont talk off the record or get too comfortable.
• Dont assume the interview is over until its
  really over.
• Dont ask to review an article before its
  published.

41
Remember

• There are two kind of institutions
• Those who have had a crisis
• Those who will