YEO Pre-Convention Meeting Salt Lake City, 2007 Rotary Youth Exchange MEDIA TRAINING: Dealing with the Media in a Crisis YEO Pre-Convention Meeting Salt Lake City, 2007 Moderator: Dennis White Panelists: Ivan Vianna David Alexander

MEDIA TRAINING: Dealing with the Media in a Crisis Rotary Youth Exchange MEDIA TRAINING: Dealing with the Media in a Crisis Outline: Introduction of panelists - Dennis Why This Is Important - Dennis Basics of Media Relations - David A Case Study - Ivan Specific Techniques - Dennis Summary, Questions, Discussion - All

Why this is Important Crises Happen! Rotary Youth Exchange Why this is Important Crises Happen! 1. Death of a student – accident, illness, homicide, suicide. Serious injury to a student. A missing student – lost, abducted, runaway, etc. Abused student – physically, emotionally or sexually.

Why this is Important Crises Happen! Rotary Youth Exchange Why this is Important An exchange student is accused of criminal behavior. Allegations of any kind of scandal within the YE Program or any club. Injury, accident or other harm coming to a Rotarian or host family member involved in a YE activity. Crises Happen!

Why this is Important Crises Happen! Rotary Youth Exchange Why this is Important Crises Happen! In addition to managing the crisis itself, there is often Intense Media Attention (sometimes called a feeding frenzy)

Why this is Important Crises Happen! Intense media attention Rotary Youth Exchange Why this is Important Crises Happen! Intense media attention The media coverage can become the crisis

Why this is Important The good news is… Rotary Youth Exchange Why this is Important The good news is… The crisis can become a positive opportunity to promote Rotary and Youth Exchange But it will not happen by chance – we need to be prepared

Rotary Youth Exchange Caution A strategy for dealing with the media (crisis media plan) is not a substitute for a crisis management plan If you do not have a crisis management plan, it may be time to…

Rotary Youth Exchange Caution Panic!

David Alexander Media Relations Rotary International Rotary Youth Exchange David Alexander Media Relations Rotary International

A Case Study Ivan Vianna District 4760 Brasil Rotary Youth Exchange A Case Study Ivan Vianna District 4760 Brasil

Would you trust this man? Rotary Youth Exchange Would you trust this man?

Would you trust this man? Rotary Youth Exchange Would you trust this man?

Some Useful Techniques Rotary Youth Exchange Some Useful Techniques

Some Useful Techniques Rotary Youth Exchange Some Useful Techniques Control the difficult questions Learn to Bridge (transitioning from a difficult question to the message you want to deliver)– remember ABC – Answer, Bridge, Context Question: “Aren’t there dozens of cases of allegations of abuse from years ago, just coming forward?”

Some Useful Techniques Rotary Youth Exchange Some Useful Techniques Rotary takes any allegation, past or present, very seriously It would be inappropriate to comment on any specific case that might be under investigation But let me tell you about our comprehensive Youth Protection Policy…

Some Useful Techniques Rotary Youth Exchange Some Useful Techniques It’s best to address a question briefly then smoothly bridge back to your “message track” Don’t use “No comment” or “I can’t answer that” Instead explain why you can’t answer and bridge a topic or message point that’s in your “home base”

Some Useful Techniques Rotary Youth Exchange Some Useful Techniques If you get where you don’t want to go – BRIDGE! Controversy Your Message BRIDGE

Some Useful Techniques Rotary Youth Exchange Some Useful Techniques Rotary takes any allegation, past or present, very seriously It would be inappropriate to comment on any specific case that might be under investigation But let me tell you about our comprehensive Youth Protection Policy…

Some Useful Techniques Rotary Youth Exchange Some Useful Techniques Remember your ABC’s – Answer – Bridge – Context And… PRACTICE

YEO Pre-Convention Meeting Salt Lake City, 2007 Rotary Youth Exchange MEDIA TRAINING: Dealing with the Media in a Crisis YEO Pre-Convention Meeting Salt Lake City, 2007 Moderator: Dennis White Panelists: Ivan Vianna David Alexander