the times is on line one: how to transform a media crisis into juvenile justice reform november 25,...
TRANSCRIPT
The Times is on Line One: How to Transform a Media Crisis into Juvenile Justice ReformNovember 25, 2013
Photo: Jason Eppink
JIM BRAYPolicy and Communications Consultant
MARIE J. YEAGERRoda Creative Services
• Leads a national movement• State-based juvenile justice coalitions and
organizations (43 members in 33 states)• Laws, policies and practices that are fair,
equitable and developmentally appropriate for all children, youth and families
Photo: Moriza
Types of Crises
• Opportunities for reform• “Kids-for-cash” scandal• Maltreatment of detained youth
• Roadblocks to reform• A youth under supervision kills or
badly injures someone
Types of Crises
• Surprises• You Have Time to Plan
Jim BrayPolicy and Communications Consultant
Our First Speaker
Crisis Communications
“BE PREPARED”
For everything from tornadoes …
Be Prepared
To being stranded in the snow …
Be Prepared
To surviving an earthquake...
Be Prepared
Even nuclear war ...
Be Prepared
Good Luck with That
Everyone Needs a Checklist
• Spokespeople trained to talk to the news media.
• Trained spokespeople
experienced with talking to the news media.
Experience Helps
• Decide and write your message quickly. If you can anticipate the crisis, draft your message and refine when necessary.
• Be honest. If you are at fault (or
your client), accept responsibility.
Be Quick. Be Honest.
Deliver Your Message ASAP
• E-mail to news media. • Phone calls to top media, at a
minimum.
• Prepare for cameras to arrive.
Be Thorough
• Call your most important backers.
• E-mail your supporters.
• Use social media.
You’re Not Done Yet
• Did all media get it right?
• How about an op/ed?
• Monitor social media.
Look for More Opportunities
Did you...
Assess Your Performance
Or did you...
Assess Your Performance
• Did you stick to your crisis communications plan?
• Did your communications plan work?
Plan Now for the Next Crisis
Our Second Speaker
Marie J. YeagerRoda Creative Services
Transitioning from Crisis & Outrage
to Opportunity for Reform
November 25, 2013
Setting the Stage
• Getting the public’s attention • Best time to demand change• People resist change, unless
change is easier than maintaining status quo
• Spotting opportunities• Need for speed
Opportunities - Examples
• Zero tolerance• Dangerous, unnecessary restraints
on kids• Placing a 10-year-old in an adult
facility• Luzerne County, PA., “kids-for-
cash” scandal• Costs to taxpayers
Where Does Outrage Come From?
• The media is a powerful tool• High profile/crisis situations draw
reporters• Participants can guide discussions
about reform, or allow misinformation to spread
What Can Outrage Do?
• Policymakers pay attention to the press
• The general public is reacting to the news
• Policymakers need public support for change – no support, no change
• Policymakers often seek expert help to craft reform proposals
Crises That Could = Reform
• Example 1• A youth charged with assaulting a teacher
is diverted from juvenile court and sent for treatment.
• The school responds with public criticism in form of letters to the editor and interviews about the need for zero tolerance with violent kids.
Crises That Could = Reform
• Example 1• How can we support those on the front
lines if we want them to continue to make progressive decisions?
• How can we engage and educate local reporters?
• What effects will this have on future actions by judges, DAs or Probation officials?
Crises That Could = Reform
• Example 2• According to a new state report on
racial/ethnic disparities shows that your county places youth of color in residential treatment at the highest rate in the state.
• Your work to implement solutions and alternatives has been unsuccessful until now.
Crises That Could = Reform
• Example 2• Reporters begin to call and ask questions…
or worse yet, they don’t call to ask questions, they begin to publish negative stories.
• How can you turn this into an opportunity?
Coming to Theaters 2014
Riveting!... a real-life thriller that rivals the most dramatic fiction in terms of emotional impact. -
www.KidsForCashTheMovie.com
Tip Sheets
• Will be emailed to all attendees.
• Also available at: http://bit.ly/18jBMbu
Tip Sheets
• Coming soon!• Will be emailed to all
attendees.
Contact Info
Marie J. YeagerRoda Creative [email protected]
National Juvenile Justice Network1319 F Street, NW, Suite 402
Washington, D.C. 20004www.njjn.org