MICK ORD MEDIA RELATIONS CONSULTANCY

IOSH

The Importance of Crisis Communications

Mick Ord

WHO ARE WE?

MICK ORD

• Started as BBC reporter in 1985 & became longest-serving manager of BBC Radio Merseyside, leaving in 2012

• Covered Heysel disaster court cases, Hillsborough, Militant, James Bulger murder, Capital of Culture

• Directed pan-BBC campaign ‘Voices’ in 2005 - which included largest survey of accent and dialect ever undertaken

• Joined BBC Learning as head of religion & ethics website in 2012

• Left BBC in 2015 to set up Mickord.com media relations consultancy

THOUGHT #1 FOR TODAY

“I don’t believe in team motivation.

I believe in getting a team prepared so it knows it will have the necessary confidence when it steps on a field and be prepared to play a good game.”

Tom Landry, Dallas Cowboys coach, 1960-1988

THE IMPORTANCE OF CRISIS COMMUNICATIONS – TOP 10

• The media

• Preparation

• The Golden Hour

• Internal comms

• Messaging – the Rule of Three

THE IMPORTANCE OF CRISIS COMMUNICATIONS – TOP 10

• Understanding audiences

• Calls to action

• Good & bad examples

• Being- proactive

• Nightmare questions

DEFINITION OF THE WORD ‘CRISIS’

The word ‘crisis’ comes the Greek word ‘krisis’, meaning ‘turning point in a disease’.

At such a moment, the person with the disease could get better or worse ; it’s a critical moment.

• CRISIS COMMUNICATIONS

CORPORATE CRISIS DEFINITION IN 2020

“Event or series of events which affects your organization’s reputation,brand & revenue”.

MEDIA – MICK ORD

WHAT ALL (WELL, MOST)JOURNALISTS WANT

• Your story explained in a clear, concise way

• Facts, figures and photos – but not too many!

• Soundbites

• Authenticity not spin

• Honesty – don’t pretend you’re knowledgeable about a particular topic if you’re not

What is news ?

Mick Ord

WHEN A DOG BITES A MAN, THAT IS NOT NEWS. WHEN A MAN BITES A DOG, THAT IS NEWS

Charles Anderson Dana

NEWS IS WHAT SOMEBODY, SOMEWHERE, WANTS TO SUPPRESS. ALL THE REST IS ADVERTISING.

Lord Northcliffe

The philosophy of the news media?

“We live in a world where finding fault in others seems to be the favourite

bloodsport.

It has long been the basis of political campaign strategy. It is the theme of

much tv programming across the world.

It sells newspapers.

Whenever we meet anyone, our first almost unconscious reaction may be to

look for imperfection.”

Henry B. Eyring

Or if you like…from the other side

“Why is this lying bastard lying to me?”

Louis Heron, Times foreign correspondent .

MICK ORD THIS IS HOW THE PROFESSIONALS ARE TRAINED - PETER ALLEN FROM 5 L IVE …

PETER ALLEN SUMMARY

• Presenter uses prepared questions as guidance

• If you’re a player at the heart of a crisis you’ll get ONE chance at most to put your case then it’s a free-for-all

• This won’t be the case 99% of the time

• “Remember, it’s just a conversation”

“LET OUR ADVANCE WORRYING BECOME ADVANCE THINKING AND PLANNING.”

WINSTON CHURCHILL

•

This Photo by Unknown Author is licensed under CC BY-SA

CRISIS COMMUNICATIONS

• Consistency of messaging on platforms is crucial

• Get the tone right for the audience – personal or business?

• Does your messaging affirm who is in charge?

• What is your call to action?

• Over-communicate – radio silence is deadly.

CRISIS COMMUNICATIONS

• Crisis management plans ready to go?

• Devolved responsibilities essential -reporting to central command & control

• Communications plays key role in decisions

• Make regular time & space to check progress

CRISIS COMMUNICATIONS

• Do crisis communications plans have a prominent place in your crisis management strategy?

• The best-laid plans are worthless if they can’t be communicated.

• Have they been updated & stress-tested recently?

• Have your spokespeople been media-trained & are their skills up to scratch?

IS ALL YOUR COMPANY INFO UP TO DATE AND READY TO GO?

HAVE YOU REHEARSED HOW TO ANSWER YOUR NIGHTMARE QUESTIONS FROM THE MEDIA?

HOW TO REACT WHEN YOU GET A SURPRISE CALL FROM THE PRESS

REACTING TO THE PRESS

TYPES OF ‘SURPRISE’ STORIES

• The media finds out about a negative story you were hoping would not get out

• A national story ‘suddenly’ has big local implications

• Next week’s big announcement leaks out too early

• The unexpected event in your patch - generally a mishap or disaster which breaks on twitter

• Leaks from your organisation

USE YOUR PREP TIME WELL

• Full preparation is essential –whoever is interviewing you

• Know your subject and THREE key points you want to make to the general viewer

• Don’t read from a script – it sounds awful

• Try bullet-points instead or BUZZ WORDS

• Don’t worry if you don’t like what you sound or look like – nobody does!

• Know your audience

This Photo by Unknown Author is licensed under CC BY

MICK ORD

• What are the key points I want to get across?

• What areas is the reporter going to cover?

• Think about compelling verbal images to add power to the detail

• PRACTICE key phrases out loud beforehand

• Being nervous is GOOD

USE YOUR PREP TIME WELL

USE YOUR PREP TIME WELL

• Live or pre-recorded?

• Give yourself time to think & prepare properly.

• Make sure you understand what you’re being asked about and why.

• Ask about areas of questioning beforehand.

• In person or Zoom is better than phone.

• Will anyone else be interviewed on the same subject at the same time or immediately after you?

USE YOUR PREP TIME WELL

• Look in the mirror before you go on air !

• Ask colleagues or even the producer/reporter if you look good.

• Don’t be afraid of silence on radio – it makes you appear thoughtful !

• Don’t worry about your accent or stumbling –authenticity is key.

• Don’t copy politicians!

MICK ORD

USE YOUR PREP TIME WELL

• Be self-aware

• If you tend to ramble under pressure take a few deep breaths beforehand

• Don’t try to emulate celebrities – be authentic, true to yourself

• Remember the interviewer WANTS you to be articulate and convincing – he/she wants the audience engaged

THE GOLDEN HOUR

MEDIA DEADLINES DON’T EXIST

• We now live in a world of 24 hour news and social media

• So it’s seldom too late…but the earlier, the better

• The GOLDEN HOUR is crucial to your comms

• Many local newspapers print editions as morning newspapers - the earlier they get stories & statements, the better they can display them

• Radio’s biggest audience is at breakfast, TV in the evening…radio spikes at lunchtime and drive

• NO COMMENT is no use to anyone…you look as if you’re hiding something and that you’re losing control of the conversation

REACTING TO THE PRESS

HOW TO DO IT?

WHY ACTIVELY PRACTICING OUT LOUD CAN’T BE BEATEN

• Spokespeople should rehearse out loud beforehand what they plan to say in front of the microphone

• It’s too important to leave to chance

• Remember, in a crisis every word of a leader counts

• Keep to the rules but be prepared to break them if absolutely necessary

INTERNAL COMMUNICATIONS

• Front of house staff crucial

• Ensure all staff know the media request drill

• Social media discipline essential

• Clear, simple guidelines

‘NEVER AWAKE ME WHEN YOU HAVE GOOD NEWS TO ANNOUNCE,

BECAUSE WITH GOOD NEWS NOTHING PRESSES; BUT WHEN YOU HAVE

BAD NEWS, AROUSE ME IMMEDIATELY, FOR THEN THERE IS NOT AN

INSTANT TO BE LOST.’

Who said this?

THOUGHT # 2 FOR TODAY

“NEVER AWAKE ME WHEN YOU HAVE GOOD NEWS TO ANNOUNCE, BECAUSE WITH GOOD NEWS NOTHING PRESSES.

“BUT WHEN YOU HAVE BAD NEWS, AROUSE ME IMMEDIATELY, FOR THEN THERE IS NOT AN INSTANT TO BE LOST."

Napoleon Bonaparte

EX-BBC DIRECTOR-GENERAL GEORGE ENTWISTLE

This Photo by Unknown Author is licensed under CC BY-ND

SO PRIOR TO INTERVIEWS…………..

Listen, cringe …and learn…..

LEARNINGS FROM GEORGE ENTWISTLE INTERVIEW

• Became a damage limitation exercise

• Lack of preparation including morning papers

• No rehearsal of difficult questions

• Entwistle on defensive most of the time and unconvincing when on the attack

• Messaging ok, delivery poor

LEARNINGS FROM GEORGE ENTWISTLE INTERVIEW

Expect the unexpected…………

• Better safe than sorry if you suspect another agenda

• What is your NIGHTMARE question number one?

• What is your NIGHTMARE question number two?

• If there is a NIGHTMARE question number three…..you probably shouldn’t be doing the interview !

THE GOLDEN HOUR

• Get your top team around you with a wide variety of views & expertise

• Act as decisively & quickly as you can

• Competence is the issue, not sound-bites

• Don’t follow politicians or ‘leaders’ – they address different audiences

• Be honest about what you know & don’t know

• Look smart

AUDIENCES

• Use simple language, avoid jargon

• Use persuasive stats but remember LESS IS MORE

• Public service broadcasters still trusted

• Most people absorb the news in bite-sized chunks, online & after the event

• Don’t be afraid of repetition

• KNOW YOUR AUDIENCE

THE RULE OF THREE

RULE OF THREE

• Pity, praise and promise

• Police, fire and ambulance

• People first, then property, then money

• Don’t speculate about the cause of the crisis

• Don’t be afraid to repeat your messages

MICK ORD MAIN OBJECTIVES FOR TODAY

• Prepare before interview – always

• And you will feel more confident with the media

• And you will better represent your organisation when you’re under the spotlight

• Rehearse tips and techniques for when you’re under pressure

• Hone your key messages – Rule of Three

THE AGGRESSIVE INTERVIEWER

•

PREPARING FOR A POTENTIALLY AGGRESSIVE INTERVIEWER

• Keep your calm and remain focused• Stay firm but accountable• Maintain eye contact• Don’t get drawn into blind alleys if you’re unsure where

the interviewer is going• Display key evidence

TRAFIGURA THE PROBO KOALA

This Photo by Unknown Author is licensed under CC BY-NC-ND

HOW NOT TO DO IT…

TRAFIGURA TOXIC WASTE DUMPING

TRAFIGURA

This Photo by Unknown Author is licensed under CC BY-NC-ND

TRAFIGURA TOXIC WASTE DUMPING

HOW NOT TO RESPOND TO A CRISIS IN YOUR ORGANISATION - TRANSFIGURA

YOUR BRAND

• Remember – you are an ambassador for your company

• Protecting the integrity of yourself and your brand is paramount

• It takes many years to build a brand and a few seconds to destroy it

QUESTION

WHEN DOES A BAD PROBLEM BECOME A

CRISIS ?

This Photo by Unknown Author is licensed under CC BY-NC-ND

RANDALL V BRANSON ON SKY TV

SO……..

•

This Photo by Unknown Author is licensed under CC BY

SOUND BITES

Mainstream Media

• Keep your messages simple and concise

• Think about THREE key points you need to deliver

• From a 15 min pre-recorded interview expect one or two 15 sec clips

• Visualise a member of the AUDIENCE – eg your next door neighbour

• No jargon, abbreviations or technical detail

ON CAMERA – MEN, REMEMBER!

What not to wear

• Technology has improved – expect to be on camera !

• Beware of checked or stripy shirts – they can reproduce very badly on screen

• Avoid “tight” patterns --- they can cause a distraction

• Bold/bright colours that ‘warm up’ your skin tone

• Check your tie and hair before you go on air!

ON CAMERA – WOMEN, REMEMBER!

• Avoid applying makeup that has a shine to it

• Use a matt foundation if possible – studio lighting will probably make you shine naturally

• Any other makeup that you wear should enhance your features –slightly bolder than you would use for everyday use

• Too much jewellery is a distraction

• Wear “ appropriate” attire –look good without distracting from the message

BODY LANGUAGE

• It’s natural to be nervous inside but try not to let it show

• Maintain eye contact with the interviewer & avoid looking down the lens or monitor next to the camera

• Don’t glance off set – it can make you look shifty !

• Keep hand gestures to a minimum – keep them in your lap if not sure

• Try not to bob your head too much when making a point

• Don’t fidget – it can make you look nervous and shifty!

SLOW DOWN….

• Pace yourself – don’t be afraid to pause.

• Take a deep breath and respond when YOUR are ready,slowly and clearly

• Engage eye line, make your point & hold your eye line long enough to be edited

• Don’t be tempted to look away for approval ( or relief!) at the end of the interview

• On radio a short period of silence can improve your performance

STAY CONFIDENT!

Avoid phrases which indicate doubt ..such as…

• “We believe…”….”We hope”…..”We think…”

Try these phrases instead…

• “We’re confident…”

• “We’re convinced…”

• “We are optimistic..”

BEING TREATED FAIRLY & WITH RESPECT

You are entitled to know……

• Who will be doing the interview, for which programme, will it be clipped for news, what kind of audience ?

• Is it live or pre-recorded?

• Are there any precise allegations or issues likely to be directed to you during the interview?

• Will there be a discussion or debate involving you?

• Will anyone else be commenting on your interview?

IN CONCLUSION…

• Be as natural as the environment allows you to be

• Make sure there’s a drink of water on hand but don’t overdo it !

• Remain positive and confident and focused

• Try to forget you’re in a room of total strangers and stay on message

• Be positive and confident –remember YOU WILL know more about the subject than the interviewee

QUESTIONS

• Mick Ord Media Relations