pr: managing the media during a crisis
TRANSCRIPT
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PR: HANDLING THE MEDIA DURING A CRISIS
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THE RACE FOR ATTENTION
UNDERSTANDING THE MEDIA MACHINE
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RATINGS VS
WHAT IS NEWSWORTHY
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THE EVOLUTION OF THE MEDIA: COMPETING FOR RELEVANCY
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MEDIA OUTLETS ARE BUSINESSES
PAID FOR BY ADVERTISING
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INCREASED VIEWERSHIPEQUATES TO MORE REVENUE
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SEASON 33•SEX•CONFLICT•HUMOR
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IT’S ALL ABOUT VIEWERSHIP
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CLICKSSKYDIVING STORIES
GENERATE
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THE KEY TO SUCCESSFULLY NAVIGATING WITH THE MEDIA IS STAYING AHEAD OF THE MEDIA.
THE MEDIA IS PREDICTABLE
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THE MEDIA IS PREDICTABLE
MEDIA POINTS OF CONTACT
▸Within 30 minutes of the authorities being called, the media has been tipped off.
THE MEDIA IS PREDICTABLE
▸Media will begin calling the DZ.
▸Media will begin showing up at the DZ
▸Media will want to conduct interviews with Owner, Staff & Fun Jumpers & get B-roll video.
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MEDIA POINTS OF CONTACTTHE MEDIA IS PREDICTABLE
▸Media will be in contact with the coroner trying to confirm a name.
▸Media will contact DZ for confirmation of name.
▸Media will visit victim’s Facebook page & other social to pull a photo.
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MEDIA POINTS OF CONTACTTHE MEDIA IS PREDICTABLE
▸Media will contact victim’s family or home DZ.
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YOUR JOB:
BE PREPARED AT EVERY MEDIA TOUCH POINT
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X TIPS TO MANAGING THE MEDIA
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1. DON’T IGNORE THE MEDIA
They will write the story with or without your input.
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2. DESIGNATE (ONE) POINT OF CONTACT WITH THE MEDIA.
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3. COACH YOUR STAFF ANSWERING PHONES .
When the media calls, get their information & give a time they can
expect a press release from you. This is better than a “no comment” statement.
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4. CREATE A PRESS RELEASE
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Avoid all technical jargon / skydiving lexicon.
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5. DON’T COMMENT(THAT’S WHAT YOUR PRESS RELEASE IS FOR)
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6. RECOGNIZE THE SOURCES FOR A STORY?
FAMILY OF VICTIM LOCAL
AUTHORITIES
DZSKYDIVERS
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7. MEET WITH THE COMMUNITY
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8. DON’T GO ON CAMERA
PROVIDE YOUR PRESS RELEASE
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9. DON’T RELEASE THE VICTIM’S NAME(even when the media knows it and wants confirmation)
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10. NEVER LIE…
EVER
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11. CONTACT THE FAA
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12. PUT GEAR & VIDEO UNDER LOCK AND KEY
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13. COOPERATE WITH AUTHORITIES(Have a rigger available)
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14. INVEST IN A PROFESSIONAL SIGN
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