Issue Management Crisis Communications Media Relations Community Relations Litigation Communications Media Relations Michigan Veterinary Medical Association

Issue Management

Crisis Communications

Media Relations

Community Relations

Litigation Communications

Media Relations

Michigan Veterinary Medical Association

Power of Ten Leadership Academy

September 25, 2013

Issue Management


Media Relations

Community Relations


Media Relations 101

Martin Waymire Advocacy Communications

Amy Morris, APR

Sr. Account Executive

Issue Management


Media Relations

Community Relations


Media Relations 101

• Relationships

• Preparation

• Practice

• Execution

• Evaluation

• Follow up

Good Media Relations is about:

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Who is This Reporter?

• What media?– Newspaper/magazine– Television– Radio– Blog/online

• Knows a little bit about a lot of things, and a lot about nothing.

• Is neither your friend, nor your enemy.

Media Relations 101

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Community Relations


Who is This Reporter?

• Today’s reporter may carry a pen, notepad, HD camera, smartphone/iPad

• Differences between print and television reporters.

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What Does This Reporter Want?

• Comments and information for his/her story.

• You will be either a source or

the subject of the story.

Media Relations 101

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When –Does the Reporter Need to Speak With

You? • Right now or in the next few hours or

days.• “Deadlines” are pretty much old news.

Today the news cycle is perpetual. A story will be filed with or without YOU!

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Ultimately, what is the reporter’s

goal?

To get a “good story.”

(That’s your goal too, right?)

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Reporter’s Definition of a Good Story: • Accurate, balanced and interesting.• True• On page one, or lead in the newscast,

easy to Tweet, get on the website. • Controversy or unusual is fine. Scandal is

terrific!

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Your Definition of a Good Story:

• Favorable, positive.

• Accurate, balanced and true.

• You look and sound good.

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Media Relations 101

• A reporter is going to do the story — with or without you.

• A call from a reporter is an opportunity to communicate.

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To achieve your definition: • Say something other than “no comment.”

• Avoid jargon, make their life easy.

• Offer good quotes and “sound bites.”

• Give reporters flavor and color.

• Give reporters access.

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To achieve your definition

• Provide facts, help build the framework.

• Don’t expect to approve the story in advance of publication.

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Relationships & Preparation

Good media relations begin long before you are contacted.

Media Relations 101

•Draft and implement a media policy.

•Educate employees on the policy.

•Identify and train a lead spokesperson.

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Relationships & Preparation

• Establish relationships with reporters.• Know your Target Audiences.• Develop and know your Key and

Secondary Messages.• Anticipate and prepare for questions.• Answer questions with your messages.

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Media Relations 101

• No comment is usually no good.

• If you hide from the media, most people will suspect that you have something to hide.

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What to Do When a Reporter Calls Immediately

•WHO is calling?

•Get a name, title, media outlet, deadline.

•Try to get a “time out”

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Decide who will speak to the reporter

Decide your key messages

Think of likely questions…write them down

Rehearse, at least mentally

Media Relations 101

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Your Target Audiences/Publics

If you say something publicly

who will hear it and

how will it affect them?

Media Relations 101

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Your Target Audiences/Publics

• The general public (current, past and future clients)

• Regulators and legislators• Employees• The media

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Develop Your Messages

What you say will have an effect on each target audience.

So, what do you say? • Key Messages• Secondary Messages

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Develop Your Messages• The Key Message is applicable to any

audience.

• The Key Message should register an immediate impression.

• Secondary Messages are customized for specific audiences.

• Develop your messages before you talk with a reporter.

• Rehearse and repeat them during the interview, no matter the question.

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• Short and simple is best. – Taking points…and proof points

• Pivot to your messages whenever possible

• Try to avoid repeating a negative

Media Relations 101

Develop Your Messages

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Anticipate & Prepare for Questions • Anticipate the questions you are likely to

be asked.• Answers should reflect your Key and

Secondary Messages.• It’s okay to say “I don’t have that

information at this time. Let me get it for you.”

Media Relations 101

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Appearance is critical

• Studies show upwards of 75 percent of information comes from the eyes – much less from the ears

• Need to look the role– Professional– Medical

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What to wear?

• Generally, dark-colored suits and lab coats for television

• Avoid white and striped shirts• Light blues and beige look good on

camera• Avoid bright red• Avoid ties with complex patterns

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Execution

• Be brief.

• Get your key messages across early and frequently.

• Know when to stop talking.

• Do not speculate.

• Avoid sarcasm.

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Execution

• Always tell the truth. NEVER lie to a reporter!

• Keep your cool. • Be positive, not negative.• Speak English — no jargon.• Build bridges from loaded questions to

informative answers.• Repeat your key messages before you

conclude.

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WHAT are your longer-term strategies?

Once you've called the reporter back, you may be done — but you may not be.

A. Do you need longer-term strategies to deal with the event/issue?

B. Who will execute them?C. What is the time line?D. Do you need outside help

implementing the strategies?

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Evaluation 1. Read your clips; watch newscasts. 2. Be critical of your performance.3. Check your quotes — accurate or

inaccurate?4 Make corrections, if necessary.5. Commend accuracy. 6. Follow up in writing.7. All correspondence on an issue must be

consistent.8. Send copies of the stories that support your

messages to your key audiences.

Media Relations 101

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Questions?

Documents

Issue Management Crisis Communications Media Relations Community Relations Litigation Communications Media Relations Michigan Veterinary Medical Association