governor’s occupational safety & health conference crisis communication.pdf · we tell...
TRANSCRIPT
TIPSANDTRICKSFORWORKINGWITHTHEMEDIADURINGACRISIS
OCTOBER29,2019HersheyLodgeHershey,PA
Governor’s Occupational Safety & Health Conference
�2
we tell stories
Atlas Marketing tells stories for companies who build things. We are a full-service marketing communications agency with offices in Pittsburgh and Lancaster, PA.
We create and deliver stories via research and media planning; print, social and digital communications; and public relations.
About me
President/CEO of Altas Marke5ng since 2008
Served as spokesperson for PENNDOT, City of PiCsburgh, Zippo Manufacturing, Dow Chemical, Wes5nghouse, Flight 93 Na5onal Memorial
Managed crisis situa5ons for clients in construc5on, nuclear, healthcare, natural gas and manufacturing industries
�3
Chris Martin
�4
Communica5ng during a crisis offers opportuni5es for safety officers to strengthen corporate reputa5on and media rela5onships.
EXPECTATIONSWHAT THIS MEANS
At the conclusion, you will feel confident in
• Preparing a response in the face of a crisis
• Speaking with the media with a goal in mind
• Managing the media conversation so your message is not misunderstood
�5
Whatisacrisis?
CRISIS
�6
ApotenKalbranddamagingincidentthatrequiresamediaresponse.
CRISIS
Stressful,becauseitcreates
Adisruptiontoanorganization’sdailyoperations
Apotentialbranddamagingevent
Amediaresponse,potentially
A CRISIS IS …
�7
QUESTION
How many of you have experienced a crisis?
�8
Absorbinformationdifferently01
Processinformationdifferently02
Actoninformationdifferently03
peopleDURING CRISIS
Why is this important?
INFORMATION IS CURRENCYUnderstandingthatpeoplecollectandreviewinformationdifferentlyallowsforwideropportunitiestoinformandeducate.
CRISIS RESPONSE OFFERS
• Opportunitiestostrengthenourreputation
• Opportunitytoshareourmessages/story
• Opportunitytoinfluencethemediacoverage
• Opportunitytoshapepublicperception
�9
THAT CURRENCY AIDS DECISIONSDecisionsdrivebusinessandifyouhelpyourcustomersmakeeasydecisionsyouarenotonlyinforming,buteducating.Thisleadstoopportunitiesthatimproveyourcorporatereputation.
�10
Corporate ReputationReputationhasanimpactonsales,revenues,theabilitytoattractbetteremployeesandincreaseprofits.
HOW REPUTATIONS ARE MEASURED
Iden5ty
Goodwill
Community leadership
Social media
Previous customers
Response to issues
EXAMPLES
Harvard University
Tylenol
The Catholic Church
The White House
�11
PREPARATION
Preparation
Askyourselfseveralbasicques=ons:
• DoIhaveasafetyprograminplace?
• Ismysafetyprogramup-to-date?
• DoIknowwhattodowhenacrisishits?
• Howwillmyteamrespondtoacrisis?
• Canmybusinesssurviveacrisisonthejobsite?
�12
How to prepare your company for the inevitable
Preparation
Stepstoprepareyourbusiness
• EstablishacrisiscommunicaKonsplan
• Review,pracKceandupdatetheplanregularly
• ResearchthebusinessramificaKonssuchasloweringinsurancepremiums,theimpactonhealthplans
�13
How to prepare your company for the inevitable
Preparation
TypicalCrisisCommunica=onsPlansinclude
• CrisisdefiniKonspecifictoyourcompany
• Crisisresponseteammembers
• RolesandresponsibiliKes
• Messaging
• Policiesandprocedures
• Resources
• Checklistsandguidelines
• Spokespersonguidelines
�14
What should you include?
�15
MEDIA EXPECTATIONS
�16
QUESTION
How many of you have granted a media interview?
�17
QUESTION
How many of you have granted a media interview during a crisis?
Media Expectations
Whatthemediaexpects
• TheirjobistogatherinformaKon• InterviewswithmulKplepeople,companies&enKKes
• TheywillaskthesamequesKoninavarietyofformats
Yourexpecta=ons
• Protectyourbusiness• FollowyourcrisiscommunicaKonsplan• Shareyoursideofthestory
�18
�19
Interview Bill of RightsTheBillofRightsareusefultipstoensureyourmessageisheard,understoodandincludedinthecoverage.
YOU OWN THE INFORMATION
Be confident
Be concise and clear
Be honest
Establish credibility
TO ESTABLISH CREDIBILITY
One message, One voice - SINGLE VOICE
Repeat your message throughout - SIMPLE MESSAGE
No such thing as NO COMMENT
Be prepared!PERFECTLYACCEPTABLETOSAY
Idon’tknow
I’llgetbacktoyouwithananswer
�20
SPEAKING WITH THE
MEDIA
�21
An interview is not an intellectual
exercise; it is an OPPORTUNITY TO
DELIVER SPECIFIC MESSAGES TO
SPECIFIC AUDIENCES with the
reporter as the conduit.
�22
Key to speaking with a reporter
SAY WHAT YOU WANT
THE AUDIENCE TO KNOW
�23
Before the interview, ask yourself …
IF THE INTERVIEWER USES ONLY A 12-SECOND SOUND
BITE, WHAT WOULD MY MESSAGE BE?
Speaking with the Media
This is done via packaged answers
•Lead with key message
•Reinforce message with facts, examples or sta5s5cs
•Close by reitera5ng key message
�24
Packaged answers
Speaking with the Media
Packaged answers –
Challenge is to ALWAYS close with key message
Reinforces what you want the reporter to share with the audience
Ensures that the reporter knows its importance
�25
Packaged answers
�26
EstablishyourCrisisCommunicationsPlan
Understandthemediaexpectations
Knowyourrights
TO SUM IT UP01
02
03
�27
Packageyouranswersforthemedia
PRACTICEPRACTICEPRACTICE
04
05
TO SUM IT UP
�28
“There is no harm in hoping for the best, as
long as you are prepared for the worst.”
- Stephen King
TO SUM IT UP
Thank youFeel free to reach out with questions.
Connect on LinkedIn
(412) 749-9299 AtlasStories.com