HANDLING THE MEDIA DURING A CRISISPR ESSENTIALS
#PIA2015
UNDERSTANDING THE NEWS MEDIA
MEDIA OUTLETS ARE BUSINESSES PAID FOR BY ADVERTISING
SEX , SCANDAL, TRAGEDY INCREASES VIEWERSHIP
INCREASED VIEWERSHIPEQUATES TO MORE REVENUE
XYZ MEDIA STATION
2015 ADVERTISING
IT’S ALL ABOUT VIEWERSHIP
LOCAL NEWS
REGIONAL
NATIONAL
INTERNATIONAL NEWS
WHAT TO DO WHEN THERE IS A CRISIS
STEPS TO HANDLING THE MEDIA
1. DON’T IGNORE THE MEDIA
They will write the story with or without your input.
2. IDENTIFY (ONE) SPOKESPERSON
4. DO NOT RUSH A RESPONSE
Take your time to assess the situation. When the media calls, get their information & give a
time they can expect a press release from you. This is better than a “no comment”
statement.
4. NEVER LIE… EVER
5. CREATE A PRESS RELEASE
Avoid all technical jargon / skydiving lexicon.
6. DON’T GO ON CAMERA
PROVIDE YOUR PRESS RELEASE
7. WHO DRIVES A STORY?
FAMILY OF VICTIM LOCAL
AUTHORITIES
DZSKYDIVERS
8. CONTACT THE FAA
9. PUT GEAR & VIDEO UNDER LOCK AND KEY
10. COOPERATE WITH AUTHORITIES
11. INVEST IN A PROFESSIONAL SIGN
GOOGLE.COM/ALERTS