Media training has become mandatory for business executives and professionals. Take it from The New York Times: "The chances of an executive getting through his or her career without facing the press are growing slim indeed." Do you want newspaper coverage that reflects what you\'ve actually said? Would you like TV stations to use your best quotes? Would you like to professionally and ethically promote your hospital using the power of the press? That\'s what Media Communications Training can do for you. You should learn how media people think, how you can approach TV and radio with a good solid news story, learn how to avoid being taken out of context and how to get your message across no matter what they ask! Media training is also an excellent foundation for ALL types of communications skills. Client communications become more focused, more clear and consume less time when these same media training techniques are applied to the exam room. And although many of us will not face a crisis in the media, it is good to know the basic steps to take when inquiring reporters with cameras are knocking on your door after a crisis has occurred. This deck is the 25 Steps in Crisis Media Management

1. Communications Media and Crisis Dr. Jim Humphries Presented by:

2. The Keys Of Crisis Communications 1. Tell it all Tell it fast Tell the truth 2. Control The Flow of Information

3. The Perfect Answer: Q: _______________?? A: Positive Statement (or answer/deflect)  Bridge  Message Point 

4. In The Face of a Crisis.. Be The Voice Of Reason Calm The Public Don’t Speculate A Positive Action Step It WILL get sorted out!

5. In a communications crisis, an organization without a plan is like a blind man trying to feel his way out of a burning building!! In an image crisis, the worst case scenario is the one most likely to occur!

10. 25 Steps for Handling a Media Crisis:

12. 2. Is it newsworthy? The issue may settle in a few days or weeks. While it may seem like a crisis to you (because it’s personal, or emotional)… you do not want give “life” to an issue that has short media legs.

13. 3. Assess the need for your immediate response If the issue is a small flash in the pan, it’s best not to make a statement for 24-48 hours and see how quickly it goes away. May dramatically decrease your response and need for damage control.

14. 4. Gather all the facts Don’t speculate. Crisis communications is a time for delivery of facts, not assumptions. Anything you say, you may have to return to defend or explain, and you are under the microscope.

15. 5. Put public interest ahead of yours Decide on your main message. Do the right thing. You will have to live with what you do here.

16. 6. Develop a list of message points Short, to the point, statements that cut to the heart of the issue. Include the “hot seat” questions. Get everyone to approve. Practice them many times.

17. 7. Assign a spokesperson Confirm or change your pre-assigned spokesperson, back up and technical support persons. Remind them that money estimates, insurance coverages, speculation and placing blame are not to be discussed. Nothing is “off the record”.

19. 8. Establish a phone message Establish the message and have operators strictly adhere to it – no ad-libing! “ We’ve just learned of the situation and we are gathering all the facts now. We will have more information later. “ We are working hard to bring the situation under control now so we can’t speculate on that…We will have more information later today.”

20. 9. Write a press release with only basic facts In this initial communication, show concern for the public and your employees. Make sure an audience is left with an impression of concern and compassion.

21. 10. Share the situation with employees If employees don’t feel like insiders, they will act like outsiders. That can cause you to lose control of the information flow.

22. 11. Rehearse all media message points This is essential and must be done. Your spokesperson team must get in a quiet place and practice. Role-play and coach. Practice staying on message. All expected difficult questions should be rehearsed many times and asked in different ways. Practice bridging to positive points. Do not skip this vital rehearsal!!

23. 12. Give the media all the information you can Give them the bad news too. This allows you to be in control of the release of bad news. In a crisis, you always attempt to control the flow of information. Be confident, tough and prepared.

24. 13. Be honest confident, sincere Tell the media you are being honest and you have nothing to hide. Tell them you have corrected the situation and are taking all proper steps. When you have done the right thing, you come across as honest and sincere. Do not volunteer information and stay with message points.

25. 14. Be prepared to answer ALL hot seat questions Answer them, then bridge to a positive position. Don’t get caught in a Q&A session because all of the questions will be about the crisis. Direct them to the good news. Now is the time to tell the press about the positive aspects of what you do and what you will do to prevent this from happening again.

26. 15. Be compassionate More image and impression than fact is delivered in the media. Therefore always be compassionate, understanding, honest, hold your head high and deliver your position.

28. 16. Perform some act of goodwill If it is not too contrived, do something good for the community either during or immediately after a crisis. This takes the “sting” out of bad press and proves you have gone the extra mile to help the situation.

29. 17. Follow-up on all information you promised Make sure the media receives any promised detailed information as quickly as possible. Correct any problems with those affected by the crisis and do whatever is required to restore your reputation and public confidence.

30. 18. Change! Actively correct problems . Do something different in an effort to forestall this happening again. Revise your communications plan based on what you learn.

31. 19. Never Wing It! Winging an interview, much less a crisis situation, is asking for a much bigger disaster. No one speaks in controlled message point sound bites, therefore things will be said that will cause further investigation and probing . Especially in a crisis, stick with your plan and never wing it.

32. 20. Do not get into confrontations If you feel yourself getting mad, don’t. Force yourself to calm down and go into “message point robot mode”. Your job is to deliver pre-arranged positions and show compassion, humility and honesty.

33. 21. Stay with the issue at hand It is easy, especially with issues where you are personally involved, or where there is a great deal of emotion, to feel the need to say too much, explain details, give background information or try to win the reporters over to your side. Just stay on message and with the subject at hand and then leave. (time limit, a place to go)

34. 22. Never look surprised by a question You may be caught by surprise by a reporter’s question. You should never LOOK like you are surprised. Your sure-fire “out” is to say “I don’t know, but I can get you an answer by this afternoon”. Makes you look human, real and honest.

35. 23. Don’t speculate on “ What If” questions “ What If” questions are the tool the media uses to get you to speculate. Speculation can be reported as fact. Speculation can end up on the headlines. Military spokespersons now simply say “We don’t answer “what if” questions – NEXT!

36. 24. Always Bridge! This is your safety net and the way you control a potentially bad situation. Learn how to answer and or deflect then get to something you DO want to talk about . Practice these!

37. 25. Dress conservatively and professionally Look neat, conservative and trustworthy because on television your physical image is more than half your message! (80%?) More image and impression than fact is delivered in the media.

39. Q: How much money do you make? A: (Sometimes you just can’t answer) It is our hospital policy not to talk about matters of finance, insurance or security…. (bridge) but what I CAN tell you is.. (key message point) Veterinarians make a comfortable living and we are proud of the service we offer for both our clients and the community. We’ve made a substantial personal investment in this hospital and we are proud to be a valuable part of our area’s public health. (bridge AGAIN) I can also tell you that today, these animals are being taken care of because of the time and dedication of our staff and volunteers.

40. The New Media Model: A national network of specialty news contributors who belong to an organization that organizes, empowers, equips and motivates these “reporters” to appear in local news outlets and other new media communications media.

44. Special Thanks To: And:

45. Contact Information: Dr. Jim Humphries [email_address] 719-495-2100