ADPR 3100 1nd Edition Lecture 14 Outline of Last Lecture I Risk communication Outline of Current Lecture II Risk communication cont III Mass media social media and the internet Current Lecture Thursday March 27 2014 Lecture 14 Risk communication Suzanne Zola risk communication specialist offers the following suggestions o Initiate a dialogue early o Actively solicit and identify concerns o Recognize the pubic as a legitimate partner in the process o Address issues of concern o Anticipate and prepare for hostility o Understand the media s needs o Always be honest Crisis examples Accidents Terrorist attacks Disease epidemics Natural disasters Smoldering vs sudden Others Crisis communication management filling the void Principle when a crisis occurs an information vacuum is created Principle when a vacuum exists it will be filled o By whom With what These 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 Crisis management Smoldering crises o 86 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 well How various organizations respond to crises o Coomb s crisis communication strategies Attack the accuser Denial Excuse Justification minimal harm done user problem Ingratiation appease those who complain Corrective action Full apology please forgive me Crisis management how to communicate during a crisis Designate a spokesperson Put the public first Be accessible Take responsibility Ryan Bruan vs Roger Clemens Communicate with key publics Set up a central information center Never say no comment o Sometimes associated as being guilty Be honest Provide information often Monitor news coverage and the phone Be familiar with the needs of the media D j Vu all over again Conflict management is like d j vu all over again in that you start over again with tasks such as environmental scanning and issues tracking Mass Media The Internet Social Media News that happens is news that is created o You have to make people want to pay attention you try to create news Ways to create news 1 Tie in with news events of the day 2 Conduct a poll survey 3 Issue a report e g earnings 4 Arrange interview with a celerbity 5 Stage a special event 6 Hold a contest 7 Announce an award 8 Make analysis prediction 9 Form a committee 10 Tie in with a holiday ETC Media relations facts Journalists are busy approximately half of media stories are touched by PR Editors are proud of independence o They are proud of journalistic integrity so there is a tension between journalists and editors o Journalists need stories so they can write editors don t want PR practitioners telling the journalists what to do Trust is difficult to earn and easily destroyed Informing media and public is important work Assume stories judged on merits Continue serving after story idea is accepted 10 commandments of media relations 1 Know deadlines 2 Knowing publishing schedules 3 What kind of resources do they have 4 Remember correct written format 5 Know technology preference 6 Always be accessible 7 Anticipate their needs 8 Maintain your credibility 9 Always be genuine 10 Know thy media names beats schedules etc things to remember when attempting to communicate gain attention o do this EARLY put together understandable message be credible practice creative repetition suggest action What makes for a good news story Proximity Consequences impact Conflict Timeliness o We get news quickly and when we need it if news isn t immediate then it isn t news Novelty Etc Strengths and characteristics of print Information seeking elite Can target at varying levels o Includes magazines there is a section for everyone Permanent lasting record Mobile Considered most credible SLOW this would be true 5 years ago may not be News releases Most common tactic The dissemination of information to mass media News releases are the key sources for a large percentage of newspaper articles Is it time for a news release You should answer some basic questions o What is the key message o Who is the primary audience o What does the target audience gain from the product or service o What objective does the release serve Multimedia news releases Include links to pages where messages are reinforced Place keywords early e g in headlines o Identify these keywords through Google Ad Words Don t use too many links Use high res multimedia that can be easily downloaded Be selective about photos and videos o Poor photo can hurt you more than not having one at all Publicity photos Publicity photos often accompany news releases to make a story more appealing Photographs draw attention and are read perceived as more important Make photos appealing to gatekeepers o Consider quality subject composition context action scale resolution Media advisories fact sheets media kits and pitch letters Media advisories or alerts are memos to let the press know about something the may want to cover Fact sheets provide more detail and background o Provide the 5 W s and how of an event o Contain pertinent info about an organization and its products services FAQs are a version of a fact sheet Media kit contains o News releases news feature fact sheet background info graphics executive bios and basic contact info Pitch letters are short notes or letters sent to journalists to draw their attention to a story Interviews with journalists news conferences Interviews News conferences o Two way communication o Typically done to celebrate something but also conducted when actions require explanation Planning and conducting a news conference o Do not call a conference for routine news o Should be held only when there is news that requires elaboration and clarification The Media Party Media Tour Press party is a social gathering that ends with a pitch Types of media tours o A junket Journalists are invited to visit companies etc o Familiarization trips are used to promote tourist destinations Ex sending writer to resort hoping they will write a favorable review o Company reps travel to talk person to person with journalists The Reach of Radio and TV Audio News Releases ANR o A popular format includes an announcer and a quote sound bite from a spokesperson o Radio news releases Public Service Announcements PSAs o An unpaid announcement that promotes the programs of government or voluntary agencies or that serves the