The Times is on Line One: How to Transform a Media Crisis into Juvenile Justice Reform November 25, 2013 Photo: Jason Eppink JIM BRAY Policy and Communications Consultant MARIE J. YEAGER Roda 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: MorizaMoriza

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 Bray Policy 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

to news media. Phone calls to top media, at a minimum. Prepare for cameras to arrive. Be Thorough

Call your most important backers. 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. Yeager Roda 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. -

Tip Sheets Will be ed to all attendees. Also available at:

Tip Sheets Coming soon! Will be ed to all attendees.

Contact Info Marie J. Yeager Roda Creative Services Jim Bray National Juvenile Justice Network 1319 F Street, NW, Suite 402 Washington, D.C