greg johnson, athletic director, north central university matt higgins, asst. exec. dir., minnesota...
TRANSCRIPT
EXPECT THE UNEXPECTED
Greg Johnson, Athletic Director,North Central University
Matt Higgins, Asst. Exec. Dir., Minnesota Intercollegiate Athletic Conference
Expect theUnexpected
Positive Breaking NewsGreg Johnson
Crisis ManagementMatt Higgins
The Situation
Plan Ahead Research
When was the last time…?Records, bios, facts in place
Flash drive/hidden website ready at all times
CommunicationAlert key campus contacts of
“could happen” scenarios
Don’t Be Cheap Bring an assistant or student help
The more meaningful content you can provide, the better.
Great experience/exposure for your assistant(s).
Buy the photographer (within a reasonable cost) You never know when a $75 cost will turn into
a profitable investment. Don’t put “photography” in your event
job description
Go on Offense Don’t wait for the media to come to you.
Reach out to them individually.
Have key contacts ready. Be ready to make it personal. You want them to come on
campus. Make a connection with them.
Develop external relationships. Dave Wright Patrick Reusse
Minneapolis Star Tribune & ESPN Radio
Go on Offense The ESPN Factor:
[email protected] and [email protected]
Quality > Quantity High quality is better than speed. It’s ok to wait (to an extent).
Foster Conversation
Having an accessible media vault unweagles.com/ncaa
Use a hashtag if appropriate Channel the messaging to the right place
The Unthinkables
Track your stats Social media and website statistics Can be used to gain buy-in for future investment
Sleep! Athletes wear down over the course of a game. So do you!
Don’t plan a vacation! Block out potential future dates.
Crisis Management
Develop a plan
Communicate effectively
Respond & React
Develop a Plan Gather details and opinions
Research topic, learn what’s out there
Make decisions and/or take action
Prepare communications In-house, press release, social media
Anticipate media coverage Statements, Interviews, Talking points
Communicate Effectively
Communicate details in order of importanceExample: Department/Membership/Conf. office, NCAA,
Media, Public, Social Media Control the message
Face issues head-onTake control of information sharedShare talking points with all involved
Be professional, but also be humanShare what needs to be sharedShow compassion when called for
Respond & React Working with media
Be available, direct and honest Set parameters for interviews
All parties should work from same talking points Use opportunity to build relationships
Social Media Monitor the discussion Control what you can control Think before you interact
Monitor coverage Know what’s being reported
Crisis Management
In conclusion…Plan, Communicate, Respond & ReactAlways be preparedIt’ll eventually blow over
Expect theUnexpected Any questions? Further discussion Powerpoint online