Countering a hostile story: weathering the storm and planning for the future | Making the news conference | 30 November 2017

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Klare Kennett, assistant director external relations - marketing and communications, and David Bowles, assistant director - public affairs, RSPCA Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Regierungs- und gemeinnützige Organisationen

How to survive a media
storm...and plan for the
future
Klare Kennett, Assistant Director Marketing and
Communications - @KlareRSPCA
David Bowles, Assistant Director Public Affairs -
@DavidBowles21

The good news
Positive 76.17%
Negative 1.97%
Neutral
21.86%

Ready for any weather
● Prepare for the storm ahead
● Rainy day advice
● Keeping everyone in the loop

You kill all the
animals!
You bully
old people!
You shouldn’t
prosecute people!
You’re not fit
for purpose!

Engage with the journalist
straight away.
Be honest, be genuine, be
compassionate, personal -
and accurate.
Apologise if necessary.
Humility goes a long way.
Correct any inaccuracies.
Don’t be afraid to talk off-the-
record.
Always useful to have holding
statements ready for quick
response.

Fighting back“He was the
thinnest dog
I’ve seen in
10 years.”
“You could see
every bone in
his body.”

“At our wedding his
tail never stopped
wagging!”

Fighting back
* Support from MPs/committee
members
* Well briefed interviewees available
* Q&As for use by staff across RSPCA
* Internal message for staff

With a little help from your friends* Brief friendly organisations with
similar interests
* See if they would be willing to
support you with proactive
statements or if approached
* Other animal charities came out in
support of RSPCA with joint
statement

When the story appears:
How to react and make the best of a bad situation..(not
running and hiding in a box!)

Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

Making the news:
generating positive PR
for your charity
Supported by
30 November 2017
London
#charityPR

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