JOURN 4256 1st Edition Lecture 13Outline of Last Lecture I. Social Mediaa. Websitesb. Reasons to use social media/why it mattersc. Social media content strategy d. Social media terms e. Metrics Outline of Current Lecture II. Crisis communicationa. Four tenets b. Plan, spokespersonIII. Dealing with the media Current LectureCrisis communication and dealing with the mediaFour tenets1. First, contact CEO and head of PR2. CEO is ultimate decision maker and primary spokesperson (backed up with subject background and technical experts)3. Full disclosure- tell the truth, including what you don’t know4. Every action should seek to protect brand, integrity, rep, market valueThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.-Don’t panic, you don’t have to respond to the media right awayHave a plan-Serves as a road map-Should help describe and define what is a crisis-Definition of “crisis” may varyHave a team-Should be established before a crisis occurs-Typically includes-CEO/COO-PR/Communication Director-Senior attorney-Safety officer/chief of security-Have all contact info for team membersChoose a spokesperson-Senior official-Trained in dealing with the media-Capable of making company statements-Able to answer questions-Should have a backup -Have experts on hand to provide support/answers Why is a good spokesperson important? -Want to avoid a Tony Hayward situation Dealing with the media-Aren’t out to get you-Don’t mean to get things wrong-Want to get things right-Want to hear your story-Are just doing their jobs Making contact-Who is the right person to contact?-Face-to-face vs. phone call vs. email-Personal touch-Friendly but not BFFs -Symbiotic relationship (give/take)-Patience What else works-Know what they want and how they want it-Just the facts, no opinion-Clean, concise submissions-Keep it local-Art helps-Follow up is key, especially early on-Understand deadlines-Know the reporter and the medium-Be creative, know the writer’s style, and know the readers Get attention-Take national story and make it local-Provide scoops/exclusive-Make personal invitations to events (not just mass email)Media interviews-Preparing for an interview-Public relations practitioners must help interview say something that will inform or entertain the audience-Know interview’s purpose to assemble facts and date for client use-Be well acquainted with the interviewer’s style-The print interview-Asking to approve a story before publication is viewed as a form of censorshipNews conference-Allows for a quick, widespread dissemination of info to many media at once-Planning and conducting a news conference-PR professionals must assess whether the info can be distributed via a news release or media kit first-Digital news conferences-Can be cost-effective, have better attendance, and have a greater impact At the podium- who is the main spokesperson?The right invite- which media?On the same page- who speaks for your group? Keep group on messageMedia tours/press partiesPress parties-Can be luncheon, dinner, or cocktail party-Host rises at end of socialization period to make the pitch-Parties open channels of communicationThree types of media tours-Trip/junket-Familiarization trip-Executives from an org travel to key cities and talk to selected editorsKey points-Start with elevator pitch (30 seconds)-If they bite, go to the full version (3 minutes or less)-Have a book-Make it clear what’s in it for them-Give it a human touch-Keep it simple-Don’t forget to