Dealing with the Media

Dennis Mulherin – LEQ Assistant Director 2011

A crisis is….

…. Something that poses a threat to the operation and/or reputation of your organization

You Can’t Buy Time in a Crisis

Respond early and appropriately – Have a critical response management plan, with contact details

It is better to over-escalate (then prudently de-escalate if needed)

Stakeholders have immediate demands Everyone has an opinion You need to recognise both courts – Court of

Law and Court of Public Opinion

The Principles

Inundated by phone calls Grapevine goes crazy Issues compound on issues Stress, pressure, long hours Key people will not have time for normal

duties

What you can Expect

If you don’t answer the calls, someone else will!

The information vacuum never exists for long

Respond to the situation…ensure procedures are followed

Develop Key Message Statement Draft Media Holding Statement Gather the facts – who, what, when, where,

how ‘Why’ is not important

The Golden Hour

Key Message Statement is the source doc Q & A document Parents, staff and students Script for receptionist Consider new technologies like Twitter and

Facebook for announcements

Consistent Approach to Communications

3 Key Points People can remember between 3-7 points Operate to the LCD Have facts supporting each key message Becomes the safe harbour that you revert

back to when challenged

Key Message Statement

A student is hospitalised with suspected spinal injuries from a school camp incident

A video appearing on YouTube showing a teacher punishing a student against a set of lockers goes viral

Key statements give assurances

Examples of Crisis

1. The safety and well-being of the students is our number one priority

2. Our thoughts and prayers are with the family and all those affected

3. We are cooperating fully with the relevant authorities

Samples of Key Messages

Buys you 2-3 hours Limit it to confirming that an incident has

occurred and is being dealt with as a matter of urgency, and that a full statement will be issued at the earliest opportunity

Only facts provided are WHAT, WHEN and WHERE

Never release the names of victims!

Media Holding Statement

Syphon calls to give yourself time School can’t tell parents their child has died

– this has to be done by the police. ‘A serious accident has occurred’ It is better for parents to hear about an

incident from you rather than hear it on the local news, via SMS, and email or on a website

Action

Best to inform everyone together rather than in separate locations

Phone (including a recorded message) Website – upload all releases to media/parents Face to face – staff and students Newsletter to parents Media Releases Social Media – Twitter and Facebook Log all communications, including calls to/from

the media

Communication Channel Options

5W’s and a H – who, what, when, where, why and how

Most important to least important Use Key Messages Media may chop the end off messages Assume that a court case will follow….

Document everything Keep all logs, keep all statements

Media Statements

Does your critical Incident Management Plan have one?

Prepare templates in word (.docx) and also keep on a USB

Keep relevant policies in a handbook

Crisis Communication Plan

12 Million digital users Average of 1.5 hours per day 79% of professionals spend at least 33

hours per week online 15 billion web pages viewed per month Average demographic – 35-49 yo greatest

users

Social and Electronic Media (Aust)

The best time to handle a crisis is when there is no

crisis!

A critical stakeholder A conduit to other stakeholders A major influencer You won’t stop the story with ‘no comment’ Are biased (as is every other person

involved)

The Power of the Media

Impact Timeliness Proximity Prominence Emotive Human Interest

What is News

Powerful Influential Biased Under Pressure Cynical Individuals

What are the Media?

Knowledgeable Supportive Opposed YOUR FRIENDS!

What are they not?

They story The facts Your cooperation Inconsistency

What they want

The last word! The power to interpret and distort Full control over the story Little control over editing/headline No desire to issue a retraction/correction

What they have

Credibility Knowledge that they need The right to ask for the story angle Control over your answers

What you have

No comment = guilt Stalling tactics Not being called back Wasting their time Being told how to do their jobs

What they dislike

“Do any of you ladies and gentlemen have questions for the answers I have prepared?”

Dr Henry Kissinger

Working with your Key Messages

Allow you to deflect attempts to derail your message

Allow you to remain in control Allow you to avoid commenting on topics

not part of you messages

Using Transitional Phrases

Let’s look at the overall picture Let’s put that into perspective The important issue here is….. Well, that’s commercial information I’m not at liberty to disclose,

however what I can say is.. Before I go on, let’s get the facts straight That may be the view of one sector of the community, but I believe it’s

important to also consider the bigger picture Last year/month/week, our decision was based on the

information/technology at hand. Now we know/have… There seems to be a lot of misunderstanding/incorrect information here.

Let me clarify some points before we go on I don’t have that information on hand, but when I do, I would be happy

to discuss it further with you I am unaware of (the details of) that report, but I’ll get a copy and then

I’ll be able to make further comment on it. But what I do know is…◦ Source http://rowland.com.au

Transitional Phrases

I don’t think I’m the right person to answer that question. I suggest you speak to…but I an able to say…

Let’s start at the beginning That’s a hypothetical question/situation and I don’t think it is

appropriate to speculate, however the real situation is… Your information/scenario is not accurate. The true situation is… What that means is… That information is the subject of legal action/a police investigation,

but what I can say is… Before we get off that subject/topic, let me add that That’s not my area of expertise, but what I can tell you is… That’s a good point, but I think you’d be interested to know that… Let me answer that by saying… Let me give you some back ground information… Whole that is certainly important, don’t forget that…

◦ Source http://rowland.com.au

Transitional Phrases (cont)

Nerve come with the territory Breathe…relax Speak slowly and calmly Pause

Preparing for the Media

Expect tough questions Eliminate surprises Have prepared answers Rehearse

Anticipate the Questions

Never do an interview ‘cold’ Arrange a time to call the journalist back Check their deadline Have facts/figures to hand

Buy what little time you can

No such thing If you don’t want it published then don’t say

it Avoid off handed comments and sarcasm End of interview is the end of the discussion

“Off the Record”…

Take the initiative and tell your story early Reinforce and answer key messages Correct errors! Remember that the camera is always on

When being interviewed

Tell them something you DO know Avoid ‘um’ ‘ah’ ‘well’ ‘you know’ Never lie or bluff Admit you do not know and agree to find

the answer in a suitable timeframe

If you don’t know the answer

It alienates the audience It makes communicating your point difficult Be sensitive to language and culture Acronyms are an educators companion, but

Avoid Jargon

Arrive early to avoid being flustered Ensure the location supports your story Key messages, key messages Forget the camera and talk to the journalist Short sharp responses Starts upon entry and finishes in your car

Tips for TV Interviews

Single breasted dark suits Avoid stripes, they strobe Conservative tie Pale shirt Neat hair Minimise jewellery Remove sunglasses Remove lanyards, badges etc

Dressing for an Interview

Walk with a concerned look on your face

Don’t forget that you have rights

Preferably stand but sit upright if sitting is unavoidable

Don’t sit in a high backed chair Avoid fidgeting Fold hands on lap, but use hands to stress a point Maintain eye contact with the journalist The camera amplifies mannerisms Drink water prior, but avoid alcohol or milk

products Try filming yourself as a practise to identify those

mannerisms

Body Language

Be polite and take moral high ground It doesn’t have to be adversarial Don’t lose your temper

Check your attitude

Hypothetical questions Questions that seek a personal opinion

◦ Eg: how does that make you feel? Rapid fire questions (answer the one you

like first) Interrupting Paraphrasing – eg: so what you’re saying is

Be Aware of…

The presenter acknowledges the expertise and work of Mrs Sarah Dixon – People and Culture, Rowland http://rowland.com.au

Acknowledgement