This document discusses the importance of being prepared when speaking to the media. It references examples of Obama, XL Foods, and Stephen Duckett who faced criticism or issues because they were not adequately prepared for media interactions. The key lessons are that spokespeople must spend significant time practicing their messages and responses, understand what is at stake if they are not ready, and never take the public or media for granted. Proper preparation is essential to avoid damaging the reputation or brand.

1. Is your spokesperson
ready to face the media?
Obama, XL Foods and others
show what happens when you’re
simply not ready.

2. . region,
The
The President Wasn’t Ready!
Insiders say Obama didn’t get the
prep he needed before the debate
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3. The warning signs ….
The New York Times reports that Obama’s
debate preparations had to be cancelled or
cut short.
On stage, the president seemed frustrated
and thrown off by Romney’s more
moderate style and moderator Jim Lehrer’s
lack of pointed questions. (lack of prep)
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4. How the presidential debate changed the campaign
October 9, 2012
UNDATED -- Political observers say President
Obama’s lackluster performance in the presidential
debate has fundamentally altered the race.
National polling from Pew and Gallup suggests there
is evidence to suggest that the race has shifted, with
Mitt Romney now pulling into the lead with less than
a month to go before voting day.
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5. Even the president’s biggest fan, talk show host
David Letterman, couldn’t resist lampooning Obama
with a top 10 list of excuses for his dismal
performance during the debate.
http://www.mediaite.com/tv/letterman-presents-
obamas-top-ten-excuses-for-his-lackluster-debate-
performance/

6. Alberta cases
•XL Foods
•Stephen Duckett
•Edmonton Arena
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7. XL Foods Inc.
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8. XL Foods' limited public response 'antithesis' of
Maple Leaf Foods' actions in 2008
Posted: Oct 9, 2012 5:04 AM ET
BROOKS, Alta. (CBC) -- XL Foods Inc. is in the midst of the largest beef
recall in Canadian history.
But the limited public response from the company since E. coli was
detected in beef products at the plant has garnered widespread criticism.
At this point, XL has released only a few media statements and so
far and no XL manager has come forward to speak directly to
consumers.
This is nothing like the wide regard Maple Leaf Foods received for
their accountability and leadership during a similar situation in 2008.
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9. Head of XL Foods plant apologizes
Oct. 12, 2012
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10. An apology nearly a month after the meat recall
Postmedia News October 12, 2012
OTTAWA — The head of XL Foods apologized unequivocally to
those who were sickened by eating tainted meat and vowed to
―making sure this doesn’t happen again.‖
In his only interview since XL became mired in the largest ever
beef recall in Canadian history, a contrite Brian Nilsson said XL
Foods will invest whatever is needed to make sure the food
safety gaps at the plant never recur.
Nilsson has weathered blistering attacks in the media for
remaining mum for so long.
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11. But this week, the CFIA
announced yet another recall
of beef from the plant, this
time involving brands sold
under different product names
in B.C. and Alberta.
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12. Beef workers laid off again in Alberta as
CFIA announces another recall
The XL Foods cattle processing plant in Brooks, Alta. 12

13. Beef recall was likely ‘death knell’ for XL Foods
CALGARY — Just three years ago, Brian and Lee Nilsson paid $145 million US to
buy the Brooks packing facility, feedlot and fertilizer operations that made XL Foods
Inc. Canada’s largest domestically owned meat processor.
But amid the country’s biggest ever beef recall, the brothers are now handing the
keys for their shuttered plant to a multinational processer for less than $100 million.
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14. Edmonton Arena Deal
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15. After building goodwill with a public apology,
Daryl Katz does not meet the mayor’s deadline
EDMONTON - The downtown arena deal is
hanging by a thread after Oilers owner Daryl
Katz refused to appear and tell city council what
he needs to complete the project.
“Perhaps with more time and political
leadership, this project can still be saved,”
Katz wrote in a letter to the mayor.
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16. Council votes to cease negotiations
with Katz Group on downtown arena
Edmonton city council voted Wednesday to cease negotiations with the Katz Group
on a downtown arena and will explore the possibility of building an arena themselves.
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17. Discussion:
•How is Katz’s communications style affecting the way
the public and the media feel about the arena deal?
•What advice would you offer Katz or the mayor at
this point when it comes to communications?
•Is there one thing we can take away from this as a
lesson for people negotiating in public?
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18. Stephen Duckett:
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19. THE COOKIE MONSTER:
The former head of Alberta Health Services,
decided to use a cookie as a shield to ignore
questions from the media after an important
public meeting.
http://www.youtube.com/watch?v=5DxeCK5Ne_Q
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20. What did we learn from these scenarios?
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21. •Reading key messages in the back of the
car simply doesn’t cut it!
•Spend at least as much time prepping as
was spent building the messages.
•Never take the public or the media for
granted.
•Speakers need to be reminded often
what’s at stake – brand and reputation.
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22. What to do with speakers who are reluctant to practice key
messages:
• Get them to answer one tough question. Put them on the spot
in the same way that a reporter would do if given the chance. If
they can’t put together a solid answer that uses the key
messages, then you’ll both know there’s a problem.
• Get them on camera. Show them how they look, how they
sound and what mistakes they’re making. Be firm but gentle.
Also use the camera to show them how they are improving
with practice and coaching.
• Show them what’s at stake if they’re not prepared or if they
ignore advice on how to stay on message. Show them the
Tony Hayward clip (―I want my life back!‖)
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23. The last resort when all else fails:
• Stage an intervention. Bring in your most
trusted colleagues and make your case firmly
to the person who won’t take the time to
practice key messages.
• Or you can always call in a consultant.
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24. Is your spokesperson
ready to face the media?
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