Thursday, March 27, 2014Lecture 14Risk communicationSuzanne Zola (risk communication specialist) offers the following suggestions:Initiate a dialogue earlyActively solicit and identify concernsRecognize the pubic as a legitimate partner in the processAddress issues of concernAnticipate and prepare for hostilityUnderstand the media’s needsAlways be honestCrisis examplesAccidentsTerrorist attacksDisease epidemicsNatural disastersSmoldering vs. suddenOthers?Crisis communication management: filling the voidPrinciple: when a crisis occurs, an information vacuum is createdPrinciple: when a vacuum exists, it will be filledBy whom? With what?Crisis managementSmoldering crises86% of business crises are “smoldering crises”these don’t come out of the blue, there are signs that this crisis could be happening, you are planning for the expected as wellHow various organizations respond to crisesCoomb’s crisis communication strategiesAttack the accuserDenialExcuseJustification—minimal harm done; user problemIngratiation—appease those who complainCorrective actionFull apology—please forgive me…Crisis management: how to communicate during a crisisDesignate a spokespersonPut the public firstBe accessibleTake responsibility—Ryan Bruan vs. Roger ClemensCommunicate with key publicsSet up a central information centerNever say, “no comment”Sometimes associated as being guiltyBe honestProvide information oftenMonitor news coverage and the phoneBe familiar with the needs of the mediaDéjá Vu—all over againConflict management is like déjà vu all over again in that you start over again with tasks such as environmental scanning and issues trackingMass Media, The Internet, & Social MediaNews that “happens” is news that is “created”You have to make people want to pay attention, you try to create newsWays to create news…1. Tie in with news events of the day2. Conduct a poll/survey3. Issue a report (e.g., earnings)4. Arrange interview with a celerbity5. Stage a special event6. Hold a contest7. Announce an award8. Make analysis/prediction9. Form a committee10. Tie in with a holidayETC.Media relations facts…Journalists are busy…approximately half of media stories are touched by PREditors are proud of independenceThey are proud of journalistic integrity, so there is a tension between journalists and editorsJournalists need stories so they can write, editors don’t want PR practitioners telling the journalists what to doTrust is difficult to earn and easily destroyedInforming media and public is important workAssume stories judged on meritsContinue serving after story idea is accepted10 commandments of media relations1. Know deadlines2. Knowing publishing schedules3. What kind of resources do they have?4. Remember correct written format5. Know technology preference6. Always be accessible7. Anticipate their needs8. Maintain your credibility9. Always be genuine10. Know thy media (names, beats, schedules, etc.)things to remember when attempting to communicategain attentiondo this EARLYput together understandable messagebe crediblepractice creative repetitionsuggest actionWhat makes for a good news story?ProximityConsequences/impactConflictTimelinessWe get news quickly and when we need it, if news isn’t immediate then it isn’t newsNoveltyEtc.Strengths and characteristics of printInformation-seeking eliteCan target at varying levelsIncludes magazines, there is a section for everyonePermanent, lasting recordMobileConsidered most credibleSLOW*this would be true 5 years ago, may not beNews releasesMost common tacticThe dissemination of information to mass mediaNews releases are the key sources for a large percentage of newspaper articlesIs it time for a news release?You should answer some basic questions:What is the key message?Who is the primary audience?What does the target audience gain from the product or service?What objective does the release serve?Multimedia news releasesInclude links to pages where messages are reinforcedPlace keywords early (e.g., in headlines)Identify these keywords through Google Ad WordsDon’t use too many linksUse high-res multimedia that can be easily downloadedBe selective about photos and videosPoor photo can hurt you more than not having one at allPublicity photosPublicity photos often accompany news releases to make a story more appealingPhotographs draw attention and are “read” (perceived as more important)Make photos appealing to gatekeepersConsider: quality, subject, composition, context, action, scale, resolutionMedia advisories, fact sheets, media kits, and pitch lettersMedia advisories or “alerts” are memos to let the press know about something the may want to coverFact sheets provide more detail and backgroundProvide the 5 W’s and how of an eventContain pertinent info about an organization and its products/servicesFAQs are a version of a fact sheetMedia kit contains:News releases, news feature, fact sheet, background info, graphics, executive bios, and basic contact infoPitch letters are short notes or letters sent to journalists to draw their attention to a storyInterviews with journalists & news conferencesInterviewsNews conferencesTwo way communicationTypically done to celebrate something, but also conducted when actions require explanationPlanning and conducting a news conferenceDo not call a conference for routine newsShould be held only when there is news that requires elaboration and clarificationThe Media Party & Media TourPress party is a social gathering that ends with a pitchTypes of media toursA junketJournalists are invited to visit companies, etc.Familiarization trips are used to promote tourist destinationsEx) sending writer to resort hoping they will write a favorable reviewCompany reps travel to talk person-to-person with journalistsThe Reach of Radio and TVAudio News Releases (ANR)A popular format includes an announcer and a quote (sound bite) from a spokespersonRadio news releasesPublic Service Announcements (PSAs)An unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interestTo inform the public about such topics as health issues or upcoming civic eventsRadio Media Tours (RMT) or Satellite Media Tours (SMT)Involve an organization’s spokesperson being interviewed from a central location by journalists across the countryVideo News Releases (VNR)Is produced in a format that TV stations can easily use or edit based on their needsExpensiveHave great