Media Relations and New Media

Technology (2011/10)

Lecture 7

Event’s media relations

Managing crisis communications

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6024EP

Table of Content• Event Management

– Identification of publicity needs in different types of events

– Partnership with media in event management

– Media service in sporting events

• Crisis Management– Identification of risk: Try to managing crisis before it

happens

– Tools in brain storming for crisis management recovery actions

– Managing spokesperson’s line to take in media interviews

– Organization of emergency media activities in managing crisis

Media event vs. Event’s media

• A media event is an occasion or happening that attracts prominent coverage by mass media organizations.

• An event’s media is the PR function in generating publicity for the event with specific objectives in adding value to the event.

Class:

• What are the activities of an event’s media?

Class:

• What are the activities of an event’s media?

For example, the media activities of

an exhibition may consists of:Mass media• TELEVISION - The media mix includes utilization of multi

channel approach

• PRINT - A planned advertising campaign in leading National Dailies shall be utilized to create awareness.

• RADIO - Publicity on leading FM Channels.

• OUTDOOR - Hoardings, posters and banners shall be placed at strategic and key locations

• ONLINE - Publicity on various prominent portals through Banner space, Mailers to their members, Links, Articles, Pop-Ups etc., shall ensure maximum footage/presence amongst the Target visitors.

Exhibition’s media activities:

Targeted media:• PR ACTIVITY - High level PR activity through Previews

and Reviews in print & electronic media, trade journals, trade magazines, Government journals, School magazines etc.

• DIRECT MARKETING & INVITATIONS - A massive direct invitation, mail and email campaign to Schools, Colleges, Institutes, Embassies, Training & Education Centers, Universities, Education Boards, Public Libraries, Education Free Zones, Government Bodies & Associations, Ministries, Media, Corporate Houses, Consultants, Banks, Retailers, Wholesalers, Distributors, Buying Agents etc. shall ensure qualitative target audience.

TVC

Print ads

PR activities

Outdoor media

Ambush Outdoor Media Marketing

Online / mobile

Viral Media Marketing

Direct Marketing

DATABASE

Media Partnership

WHAT CAN ORGANISER OFFER?

• Interesting stories

• Exclusivity

• Access to speakers with a longer lead time

• Special reader offers and free tickets

• The opportunity to expand current readership/audience

• A single point of contact

• Brand association

• Visibility

WHAT IN RETURN?

• Coverage

• Advertising (free or a good deal)

• Profile

• Increased awareness

• Branding / shared association

• Improved quality of editorial and access to editorial

• Possibly better sponsorship opportunities

WHAT ARE THE DRAWBACKS?

• Usually exclusive. You may gain editorial exposure in your partner media, but you are not likely to get a lot from others.

• Media often use published rates to negotiate entitlements. You may be in a position to be exchanging for a more expensive item.

• Your media partner may be supporting your competitor’s event as well, but it’s very difficult to put this restrictive covenant into your media partnership agreement.

Other examples – co-organizer

Other example - sponsor

Media Centre

• The service organisers have to provide

What do we mean by crisis?

Risk, incident & crisis management

Media protocol & action hierarchy

Emergency Personnel Team

• You – as PR manager

• Spokesperson (1-2)

• Phone team (talk to media)

• Researcher and writer

• Decision maker

• Legal council, if applicable

First determine what’s wrong, e.g.

• Human error

• Clerical error

• Unauthorized procedures

• Inadequate supervision

• Inadequate quality control

• Misuse of confidential information

• Errors of judgement

• Inadequate standard operating procedures

Develop your core message

• You want this message to be heard in every step of how people assimilate news

Tell everyone your core message!

1. Emergency Personnel Team

2. Board of Directors

3. Employees

4. Members

5. Other Stakeholders

Example – Michael Jackson

• Died on 25 June, 2009

Crisis communications

• "The world lost a kind soul who just happened to be the greatest entertainer the world has ever known," Randy Phillips, chief executive of AEG Live, said in a statement. "Since he loved his fans in life, it is incumbent upon us to treat them with the same reverence and respect after his death.“

29 June 2009

Emergency crisis media interview

Designated Spokespersons

• Must be a senior officer

• Interest and empathy

• Honesty and authenticity

• Responsive and proactive

• Open to criticism

• A good story teller

Lack of crisis communications

preparation

Interview skill - Bridging• Don’t Know: I don’t know, but I can tell

you…

• Time: That may have been the case in the

past. Now we are…

• Importance: That once was important. What

is most important now is…

• Completing: I think you would have a more

complete picture if you considered…

• Yes and No: No, let me explain. Yes, and

furthermore…

1. A list of the members of the crisis management team

2. Contact information for key officers, spokespeople, and crisis management team members

3. Fact sheets on the company, each division, each physical location, and each product offered.

4. Profiles and biographies for each key manager in your company

7 Must Have Elements in Your Crisis Communication Kit

5. Copies of your company, division and product logos, your press release format and the scanned in signature of your CEO on disk

6. Pre-written scripts answering key questions that you have generated through your crisis scenario analysis

7. Contact information for each of your key media contacts both locally, nationally, and if appropriate, key financial press and analysts.

7 Must Have Elements in Your Crisis Communication Kit

Key considerations

Crisis media strategy should…

Remember…

What NOT to do

Using the 10 golden rules

• Outline what you think the Tokyo Electric could have done a better job in communicating this crisis to the public

Credit: Ike Pigott