JP Squared communication Media Relations: Maximizing Opportunities, Minimizing Risks

Started JP Squared Communication in the fall/2008 Background: Local Matters, Central Ohio Triathlon Team, Limited Brands, General Motors, Airfoil PR Experience: executive coaching, media training, strategy JP SQUARED COMMUNICATION About: Jennifer P. Brown

Have a strategy (handout) Develop a one-page CAA overview Don’t: panic, place blame, badmouth or guess Be prepared Identify your organization’s experts and community partners Media relations isn’t about the media, it’s about the community JP SQUARED COMMUNICATION Media Relations General Strategy

When the reporter calls - offer more Piggyback on recent news stories Invite media to an informational roundtable Invite media to participate in specific events JP SQUARED COMMUNICATION Media Relations: Maximizing Opportunities/Proactive

Situation: Several people died after taking Extra Strength Tylenol, which had been poisoned Media/Public Response: Outrage, fear Tylenol Response: Distributed warnings to hospitals and distributors Halted Tylenol production and advertising Issued a nationwide recall of Tylenol products; an estimated 31 million bottles were in circulation, with a retail value of over US$100 million. Advertised in the national media for individuals not to consume any products that contained Tylenol. When it was determined that only capsules were tampered with, they offered to exchange all Tylenol capsules already purchased by the public with solid tablets. Why effective? Quick, socially responsible, accountable, proactive JP SQUARED COMMUNICATION Media Relations Done Right: The Tylenol Crisis of 1982

When the reporter calls don’t immediately comment - ask questions to understand all they need Don’t be defensive (smile) Hang up and take five, gather answers, then call back Never speculate - only provide answers you know. Have a message and stick to it. We recognize that with the incoming stimulus funds there will be increased scrutiny. See example FAQ JP SQUARED COMMUNICATION Media Relations: Minimizing Risks/Reactive

Situation: Last fall, the U.S. automakers requested Federal Funds to ensure their survival - and they showed up via private jets with little pre-planning Media/Public Response: Angry, disbelief Automakers Response: Frantic planning Standard messaging - no new approach Didn’t maximize their supporter network Ineffective use of social media Why ineffective? Continuing to pump the same message that didn’t stick Poor planning resulted in new behaviors being seen as inauthentic JP SQUARED COMMUNICATION Media Relations Done Wrong: The U.S. Automakers Request Fed Funds

Done right: Ford Motors Rouge Plant Explosion Done right: Apple iPhone rollout Done wrong: Swine/H1N1 Flu Do you have other examples? JP SQUARED COMMUNICATION Media Relations: More Examples

I. Break into groups II. Identify a timekeeper, a notetaker and a reporter III. One person from each group come up and get a situation IV. Have 10 minutes to answer the following, based on your situation ✴ List the steps you would take to respond. (Max 5) ✴ Write your one-three sentence key message JP SQUARED COMMUNICATION Group Exercise

exercise report out 5 minutes: report out & response

Wrap-up Jennifer P. Brown Principal, JP Squared Communication (614)