October 21, 2008 Crisis Management Training Session

Objectives  Provide focused message and crisis training to contractor and employer members of the IWEA.  Gain an understanding for how reporters and editors think  Learn to speak with the media  Establish a general crisis management plan for job site and office personnel. 2

3 Why Crisis Management? Importance –  Shapes Reputations  Builds Relationships  Offers Resources  Generates Results Powerful –  You influence the story  You shape the industry and customer’s perception  Provides opportunities to share key messages

4  “Some event that causes damage.”  “It usually ends in death or other bodily harm.”  “I am not certain of a definition, but I know it when I see it!”  “From a business perspective it may involve death, the sale of the company or employee harassment.” What is a crisis?

5  You know it is a crisis, when:  Normal business routines are interfered with  The bottom line is jeopardized  It continues to escalate  Others are speaking about us in a negative manner What is a crisis?

6  What NOT to do:  Ignore the problem  Deny there is a problem  Lie  Panic  Assign blame What is a crisis?

7  A crisis is an event or series of events that can become uncontrollable causing disruption to a company’s operations, finances or reputation. What is a crisis?

8  Reputation can be measured in various forms, including:  Identity  Goodwill  Image  Examples:  Harvard University  Tylenol  The Catholic Church What is a company’s reputation?

9  Reputation is shared through a company’s:  Communications – newsletters, Web sites, etc.  Employees  Job sites  Vehicles  Media What is a company’s reputation?

Let’s Talk About The Media Today 10

11 What Makes a Good Story?  News – What is it?  What’s the media’s job?  What is our job?  Background and product facts  Sources and quotes

12 What Makes a Good Story?  Hard News vs. Feature story  Human Interest  Visual Stories  Print, Broadcast, Web

13 Media Characteristics  Television  Eight to twelve second soundbites.  “World in a minute”  Visual and/or auditory  Mainstream language is best  Messenger carries the message  Interviews are very short and focused

14 Media Characteristics  Radio  Immediacy  Story updates on the hour  Middle of the road  Reporters tend to be generalists  Most don’t focus on facts – opinion  Edited format  Average interview is lengthy, but story is under 30 seconds

15 Media Characteristics  Print  Long ranging impact/expansive  More open to story telling  Third-party credibility  What you say is more important than how you say it  Interviews usually are lengthy and involve numerous questions

16 Media Characteristics  Web  More immediate than print  Constantly updated  The story behind the story  Rumor mills  Specific to the reporter’s point of view

17 How We Can Help the Media  Build Relationships  Get in the reporter’s rolodex  Visit them occasionally  Be reliable  Look for opportunities to partner  Contact them when you don’t need them

18 How We Can Help the Media Be prepared  Know the number of employees  Be able to explain what work is being done  Recite information pertaining to the last incident, company safety record and how previous events were remedied

19 How a reporter thinks?  Is this newsworthy to my audience?  Think backwards

20 How a reporter thinks? By knowing how reporters write you are better prepared to communicate effectively. This means that we need to direct their focus to our key messages throughout our conversation. Conclusion Context Facts & Data Background

21 An interview is not an intellectual exercise; it is an opportunity to deliver specific messages to specific audiences with the reporter as the conduit.

22 How a reporter thinks? Key to speaking with a reporter – say what you want the audience to know

Managing Your Message 23

Single Voice Simple Message 24

Preparation Preparation Presentation Credibility 25

26 Preparation  What is our goal?  What questions will you be asked?  What’s the angle?  Who else have they spoken with?  When/where will the story run?  Understand the deadline.  Buy some time if appropriate.

27 Preparation  Are you the right spokesperson for the story?  Gather the facts  Follow key message points  Write them down  Stick to them PRACTICE, PRACTICE, PRACTICE

28 Preparation Before the interview, ask yourself … If the interviewer uses only a 12- second sound bite, what would my message be?

Presentation Preparation Presentation Credibility 29

30 Presentation  Be confident – you own the information  Think of the interview as a conversation  Be concise and clear  Be honest, don’t lie or mislead

31 Presentation  Sit up straight  Phone interview – stand up!  Think conservatively when choosing apparel  Avoid caffeine and alcohol

32 Presentation  Finish your point and stop talking  Repeat key points at the end – package your answers

33 Presentation Packaged answers –  Lead with key message  Reinforce message with facts, examples or statistics  Close by reiterating key message

34 Presentation Packaged answers – Challenge is to ALWAYS close with key message: Reinforces what you want the reporters to share with the audience Ensures that the reporter knows its importance

35 Presentation Messaging techniques –  Bridging  Flagging  Bullets

36 Presentation Messaging techniques – Think of this technique as the ammunition that arms you to communicate effectively.

Credibility Preparation Presentation Credibility 37

38 Credibility  Have one message, one objective.  Repeat it throughout the conversation

39 Credibility  It’s much better to say “I don’t know” than to make something up.

40 Credibility  We don’t say “no comment.”  Either bridge to another issue, or tell the reporter you will get back to them after you have gathered the right information

41 Credibility  Reporters are not your friends  Never go “off the record.”

42 Credibility  Turn negative questions into a positive response  Don’t argue or debate with a reporter, especially “on the air.”  Correct any fundamentally inaccurate statements made by the interviewer.

43 Credibility  If asked a question that strays from the issue, answer the question then bridge quickly to your message.  Answer the question  Share the steps/actions that you are doing to solve the issue  Let them know that it is over  Get back to work

44 Credibility  Speak clearly and slowly  Reporter’s need you – you own the information.

45 Communications tools

46 Using a Web site during a crisis …  Reporters are trained to research and have as much information about the situation, including a company and its owners, before they ask questions.  Web sites provide an opportunity for research in advance of an interview or discussion.

47 Using a Web site during a crisis …  During a crisis (depending on the severity) reporters will monitor corporate Web sites for official statements, background information and officer biographies to help tell the story.  Advantages of using your Web site to communicate:  Control of message  Ease of distribution  Assurance that the information is unified throughout the media

48 Using a Web site during a crisis …  Consider:  Prepare a ‘ghost site’  Create an online media center  Media contact information  Background on the company  Facts about services offered  Database of news releases or statements

49 Tips for success  Don’t use jargon or tech-speak  Paraphrasing and analogies  Ask the reporter to play it back  Do what you say you will do  Be responsive  Know that it’s not personal  Don’t ask to see the story in advance

50 Tips for success  Build that bridge  Connect the question to your answer  Don’t be evasive

Single Voice Simple Message 51

52