Crisis Media Plan Rotary International Public Relations Division

When a Crisis Develops (1) Convene a crisis management team (DG, PDG, Attorney, Media Professional, Committee Chair.) Convene a crisis management team (DG, PDG, Attorney, Media Professional, Committee Chair.) Gather all the facts. Gather all the facts. Offer timely briefings to team members. Offer timely briefings to team members. Designate a Rotary spokesperson. Designate a Rotary spokesperson.

When a Crisis Develops (2) Tell clubs/Rotarians to refer all media inquiries to the spokesperson. Tell clubs/Rotarians to refer all media inquiries to the spokesperson. Prepare a statement that accurately states the facts and conveys the appropriate tone. Prepare a statement that accurately states the facts and conveys the appropriate tone. Develop key messages to help the spokesperson convey Rotary’s position Develop key messages to help the spokesperson convey Rotary’s position Contact RI immediately if there is a potential for national/international media interest. Contact RI immediately if there is a potential for national/international media interest.

When the Media Contact You A media interview is a good opportunity to convey the facts and Rotary’s position to the public. Be completely honest and truthful. A media interview is a good opportunity to convey the facts and Rotary’s position to the public. Be completely honest and truthful. Respond to media calls promptly. Respond to media calls promptly. If you need time – tell the reporter you will call back – and then call back promptly. If you need time – tell the reporter you will call back – and then call back promptly. Do not cover up the situation or make excuses. Do not cover up the situation or make excuses. Prepare statement, expressing Rotary’s position (sympathy, genuine promise). Prepare statement, expressing Rotary’s position (sympathy, genuine promise). Monitor media/web activities for accuracy. Monitor media/web activities for accuracy.

Creating Key Messages – Examples We care about every student (Youth protection is Rotary’s priority) We care about every student (Youth protection is Rotary’s priority) We are shocked/concerned/saddened by this information/allegation/event We are shocked/concerned/saddened by this information/allegation/event We take every allegation very seriously We take every allegation very seriously We will review our policies and guidelines. We will review our policies and guidelines.

Conducting the interview -- Maintain the Proper Attitude It is a reporter’s job to ask difficult questions. It is a reporter’s job to ask difficult questions. Organize your thoughts and speak in short, simple sentences. Organize your thoughts and speak in short, simple sentences. Strengthen your message with a personal story. “As a parent of an exchange student…” Strengthen your message with a personal story. “As a parent of an exchange student…” Emphasize that Rotary is cooperating fully with any external investigation. Emphasize that Rotary is cooperating fully with any external investigation. Control your tone and body language. Control your tone and body language. Remember to thank the reporter for his/her time. Remember to thank the reporter for his/her time.

Speak in Soundbites Talk in short and simple headlines Talk in short and simple headlines Headline: Youth protection is Rotary’s priority Supporting points or examples: Before the student leaves, we have orientation programs, background checks… Do not try to pack in too many details and statistics. Do not try to pack in too many details and statistics.

Use Personal Stories Illustrate your main message with a personal story Illustrate your main message with a personal story I’m the father (mother) of three children. Two of them have gone on exchanges. I understand what it is like to worry about your children when they are half-way around the globe.

Mistakes to Avoid (1) Avoid sharing with reporters rumors, personal observation or speculation. Stick to the facts. Avoid sharing with reporters rumors, personal observation or speculation. Stick to the facts. As a spokesperson, you are representing Rotary. When you speak, you ARE Rotary. No personal observations about the incident. As a spokesperson, you are representing Rotary. When you speak, you ARE Rotary. No personal observations about the incident. There is no such a thing as “Off the Record.” If you don’t want the reporter to publish it, don’t say it. There is no such a thing as “Off the Record.” If you don’t want the reporter to publish it, don’t say it.

Mistakes to Avoid (2) Avoid jokes. Jokes could be misunderstood and present poorly Avoid jokes. Jokes could be misunderstood and present poorly Avoid repeating the negative term used by reporters. Avoid repeating the negative term used by reporters. (e.g. Question: Isn’t that true that Rotary is an old white men’s club… Answer: Do not repeat. If you don’t agree, give a positive statement. “No, Rotary is a humanitarian service organization, with 1.2 million professional and business men and women of all ages and ethnic backgrounds.

No Rotary Jargon Please Know your audience – you are talking to the general public Know your audience – you are talking to the general public Define a Rotary term or replace it with phrases that general public understands: Define a Rotary term or replace it with phrases that general public understands: (e.g., District governor, The International Assembly or Institute, YEO, RYLA, Rotaractor, District 6500 etc.)

Answering Difficult Questions It’s a reporter’s job to ask difficult questions It’s a reporter’s job to ask difficult questions Be positive. No hostility Be positive. No hostility Try NOT to use “No comment.” Instead, explain why you can’t answer and bridge to a topic or message that’s in your home base. Try NOT to use “No comment.” Instead, explain why you can’t answer and bridge to a topic or message that’s in your home base.

Pay Attention to How You Communicate Body language is critical Body language is critical 35% is what you say 65% is how you say it Be sincere Be animated Be patient Be sincere Be animated Be patient

After the Media Interview Thank the reporter: “If you need more info, feel free to contact me.” Thank the reporter: “If you need more info, feel free to contact me.” If Rotary is misrepresented, write a letter to the editor If Rotary is misrepresented, write a letter to the editor

Truth, Sincerity and Action In summary, follow the principles of honesty, transparency, and sincerity and the media and the public will recognize and appreciate the effort. In summary, follow the principles of honesty, transparency, and sincerity and the media and the public will recognize and appreciate the effort. Offer sincere sympathy, concern or apology. Give genuine promises – and follow through. A club can minimize a negative image through positive action. Offer sincere sympathy, concern or apology. Give genuine promises – and follow through. A club can minimize a negative image through positive action. Take action to show that Rotary cares. Take action to show that Rotary cares.

Media Assistance from RI Assist drafting position statement. Assist drafting position statement. Help with last minute media training. Help with last minute media training. Provide international spokesperson. Provide international spokesperson. Help coordinate national/international media interviews/media contacts. Help coordinate national/international media interviews/media contacts. Contact: /David Alexander Contact: /David Alexander