The POWER is in the ANSWERS

WE ARE ALL THE FACE OF INVISIBLE FENCE® BRAND OUR RESPONSIBILITY WE ARE ALL THE FACE OF INVISIBLE FENCE® BRAND

WE ALL SPEAK FOR THE BRAND OUR JOB WE ALL SPEAK FOR THE BRAND

EVERY ENCOUNTER IS AN OPPORTUNITY The Opportunity EVERY ENCOUNTER IS AN OPPORTUNITY

ONE VOICE ONE MESSAGE

Effective Messaging DELIVER WITH IMPACT

Effective Messaging Facts/Figures Examples Anecdotes Quotable Language

Problem/Solution/Next Step Facts Action Commitment Effective Messaging Problem/Solution/Next Step Facts Action Commitment

Consumer/Business/Trade Put A Face On It Avoid Jargon Consider the Audience Consumer/Business/Trade Put A Face On It Avoid Jargon

‘What’s more important . . .’ ‘The critical issue is . . .’ Use Flags ‘What’s more important . . .’ ‘The critical issue is . . .’ ‘There are three key factors…’

Build Bridges Q = ANSWER+MESSAGE

TURN NEGATIVES INTO POSITIVES

TAKE CONTROL

Know What’s NOT Your Story ‘That happened a long time ago . . .’ ‘I can’t speculate . . .’ ‘I’m not the best person to answer that . . .’ ‘I don’t know, but I can tell you . . .’

Remember ‘OFF THE RECORD’ JUST AIN’T SO

Tell Your Story Your Way TECHNIQUES YOU’LL ENCOUNTER Machine Gunner Penetrator Paraphraser Dart Thrower Absent Party Ploy

Call Them Back Set Time Limits Consider The Setting Control The Logistics Call Them Back Set Time Limits Consider The Setting

Be Proactive When dealing with media, remember to: Be timely and accurate Show honest concern for the situation and people involved Provide facts without speculation or guessing Not assign blame or possible causes until all facts are known

Cooperate The media can be an asset or a liability in a crisis. If ignored, reporters may approach a situation antagonistically, looking for information to exploit. But if the earliest interactions are characterized by cooperation and openness, the media can be an important channel of communication in a crisis.

Remember ATTITUDE IS A MESSAGE

REHEARSE!

Questions…