Get Write to It:Effectively Communicating for Success

Presented by Lauren Robinson-Brown IACLEA Conference, 3.1.09

Presenter Bio Lauren Robinson-Brown, assistant vice president for

communications at Princeton University, holds a master of science degree from the Columbia School of Journalism and an undergraduate degree in English from Princeton, where she was pre-med and also studied creative writing and African-American studies.

A journalist who wrote for the Newark Star-Ledger, Dallas Times-Herald, Boston Globe and periodicals such as Black Enterprise magazine, she also worked in government. Prior to arriving at Princeton in 2000 as the director of communications, she served as New Jersey's assistant secretary of state. She is the proud mother of 17-year-old twin daughters and serves on many community boards, including those focused on children.

Common Traits of Effective Communications:

Effective Communicators Exhibit:

Losing Ground

Western Illinois University, Dec. 08 news conference on threatening note found in academic building >> http://www.youtube.com/watch?v=IXa8vYfeifo

Commanding the Message

Chief Donald Grady, Northern Illinois University news conference after Feb. 08 tragic campus shooting >> http://www.youtube.com/watch?v=QlkuIg5aL9c

Avoiding Buzz Words

Top Ten Tips for News Conferences 1. Think about the logistics or assign someone to do so. Ensure you know the order of news conference speakers. Ensure there is a podium with an institution shield either on it or as a backdrop, to help establish the serious nature of the matter. Ensure you can be heard. Review/practice in advance. 2. Consider wearing your official uniform as a visual cue to quickly establish trust and authority. Pay attention to your body language – don’t make facial expressions or movements that are distracting. Convey openness (closed, concentrated or mean faces convey someone trying to hide something.) 3. Set the tone by starting with positive comments about what your team was able to accomplish, even if the circumstances you are reporting on are grim. Acknowledge the human suffering, if such occurred – “We’re here to discuss the tragedy that began early this morning at…” 4. Take care not to use slang or buzz words that could be offensive under the circumstances (i.e., “I just butchered that name”); do not use campus or police jargon and if you do, define what it means. 5. Be confident. Bring your talking points on index cards or other paper and refer to them when you lose your train of thought. Be prepared to acknowledge mistakes if any were made. 

6. Do not ramble. Be prepared to make a brief statement, conveying only what needs to be said at the moment and then accept questions. When planning, think about what your audience needs to hear. 7. When you have the information but don’t want to answer a question, use a standard phrase such as “I am not prepared to release that information at this time.” If the reporter persists, simply reiterate, “This investigation is ongoing and we’ll report more as appropriate.” 8. When you don’t have answers, say so but offer to either get the answers or turn to someone who can get the answers.  9. Stick to your field of expertise. If reporters ask questions that are outside of your realm, either tell them you’ll turn to another institutional rep to field those questions when you finish with law enforcement issues or, if you are finished, suggest that this is the time to turn to the next speaker.  10. Before you conclude, decide if you need to reiterate two or three points, including the pride you take in the responsiveness and professionalism of your team.

Expert Media Training

Communications Exercise:Role Playing

Divide into teams of 6 (or more)

Decide as a team who will be the observer. The observer will read instructions, watch and take notes as the exercise progresses, and report out to the team and then the overall group. The observer will not participate as a role player.

This exercise and discussion should take about 30 minutes.

Top Ten Tips for In Person Meetings 1. Anticipate such meetings so that you don’t feel ambushed. Remember everything you say, even to individuals, can end up on the front page of a newspaper or in court testimony – but sticking to the facts shouldn’t mean appearing robotic. 2. Look the person in the face. Remain open – not closed (pay attention to body language). 3. Establish authority yet concern. “I can’t imagine how you’re feeling, but we’re doing everything we can.” 4. If the meeting is not private, remove the person from the spotlight/crowd so that the meeting can be more intimate. 5. If still in crisis, state how much time you have to meet. If not in crisis, afford the person as much time as necessary.

6. Ensure the person is calm by modeling such behavior. If the person is yelling or agitated, without being condescending -- ask if the person to alter their behavior or if they would prefer to meet with a health or religious counselor before talking with you. Pay particular attention to cultural differences and try not to assume a person is being negative. 7. Explain what has been done and ask what the person needs most to help at the moment. Actively listen (by asking re-stating questions to ensure you heard correctly). Don’t provide more information than is needed at the moment. 8. Respond to the need at hand by directing the person to the right authority at your institution.  9. When you don’t have answers, say so but offer to either get the answers or get the person to someone who can get the answers. 10. Give the person your business card for follow-up contact and ensure the person is passed on to another University representative (or someone from your staff).

The Written WordBefore

A shelter in place is issued when it is more dangerous to evacuate an edifice than to remain. Should an emergency situation arise, notification will come from Campus Police to the University community. The ideal option of remaining inside a University facility can be the safest option in these instances. Additional notification may also be shared via radio, television, internet, and through other communication devices. The University community will be required to remain in their current facility until the all clear notice has been issued by the Campus Police.

After

During an emergency, Campus Police issue a “shelter in place” directive when it is deemed more dangerous to leave a building than to stay in it. This notification will be made in person and/or via radio, television, Internet, and text messaging. Once sheltered in place, you must remain in place until Campus Police issue an “all clear” notice.

 *Top Ten Communications Pitfalls

1. Poor Writing – grammar is important. Writing should be crisp and to the point. Use action verbs. When in doubt, use more periods and shorter phrases versus complex clauses or sophisticated vocabulary and punctuation.

2. Mixed Messages – don’t waffle. Pick your key points and stick to them. Keep your message consistent and specific.

3. Unrelated Topics – don’t pile on several messages or topics into one communication tool as your audience will tend to wander, get confused, or only focus on the one point that is important to them.

4. Trying to Cover Up Bad News – Your credibility will suffer when you try to disguise bad news. People are perceptive and want to know the truth. Be sensitive but direct.

5. Diluting the Real Message – Don’t try to soften the blow of the real message by adding promises that are unrealistic. State what the facts are and what people are honestly trying to do to help but don’t overreach.

6. Assuming Audience Reaction – Don’t assume the audience only wants specific information but not the full context. Those associated with the situation often want to hear the context under which you are processing information so they can give you the benefit of the doubt.

7. Assuming Audience Ignorance – Don’t patronize or state issues in a way that insults the intelligence of your audience. If you think they may not be familiar with certain terms or processes, ask if they need more clarification.

8. Assuming Audience Has Same Information – When you are steeped in the details of a situation, it is easy to forget that not everyone has the same information so take the time to ensure everyone is on the same page before moving forward.

9. Trying to Hide the Truth – People often want to help or rally to be supportive during difficult situations but they will be alienated if they sense you are lying or keeping non-confidential information from them.

10. Assuming More is Better – Long messages often reveal weak arguments and poor planning. Find the right balance between communicating what is necessary and being sensitive about the communication. Succinct yet meaningful messages are usually well received. *Adapted from Corporate Communications Manual, LL Trainer, Prentice Hall , 1990.

Good Intentions Gone BadHow does Public Safety react to teenage

skateboarders? Is it ok that they are skateboarding here or are there problems with it? It is not okay to skateboard on campus even though there are no signs prohibiting it.

When officers see people skateboarding, they will typically tell them to stop and send them on their way. If we see the same person again skateboarding, the officer will likely stop them, get their name/address, and give them a written warning not to skateboard on campus. If we catch the same person again, we would bring them to DPS headquarters and contact their parents.

Top Ten Tips for Email Writing 1. Think about whether it would be better to have a phone conversation first, and then confirm the conversation through email. 2. Human nature tends to make people assume the worst so your email must be extra diplomatic or nice to convey simple facts and eliminate “tone.” Your goal is to be respectful, approachable and professional and not curt, demanding or insulting. 3. Pay attention to the email format. Copy and blind copy necessary parties. Set the priority to high, if it calls for it. Ensure subject line is a quick, easy to understand summary of your message. 4. When writing, assume your email will be forward to a news organization and could appear as is online or on the front page of a newspaper – even if it is marked confidential. 5. Keep email as brief as possible. If it must be long, offer a summary and then include the supporting matter.

6. When conveying difficult information through email, offer alternate means of communicating, as in, “I sent this email to get you immediate information but please call me on my cell at XXX-XXXX if you need to discuss.” 7. Pay attention to grammar and don’t use jargon. Email is not an informal tool. It has replaced interoffice memos. 8. Work with your legal department to craft a legal disclaimer as the footer of all official email. 9. Whenever there is time, make sure a second party – preferably your communications department - reads your email to see if it conveys what was intended. If this isn’t possible, print it and reread it several times before sending. 10. When responding to email chains on important matters, especially when new parties are being brought into the conversation, ensure you copy all of the old messages into the new email.

Questions?Contact Information:

Lauren D. Robinson-Brown

Assistant Vice President for Communications

Princeton University

22 Chambers Street, Princeton, NJ 08542

609.258.3601

lauren@princeton.edu