MEDIA MANAGEMENT UNDER FIRE How to Control the Message AGRIP/CAJPA JOINT PROGRAM MARCH 15, 2001 MARCH 15, 2001 Ricki C. Williams Ricki C. Williams

Today’s Agenda 1. Value of Communication 2. Developing & Communicating your Message 3. Stakeholder Outreach 4. Media Outreach 5. Lessons Learned

Why is communication important? b Builds trust b Controls rumors b Communicates the facts b Opportunity to define the debate

What do you say? b Your key messages Define the issue or the problemDefine the issue or the problem Define how it is being addressedDefine how it is being addressed Define the communication processDefine the communication process b Always tell the truth

What don’t you say? b Don’t assert facts that can be refuted by “higher” authorities b Don’t guess, speculate, lie, stretch the truth or hypothesize b Don’t use difficult-to-understand concepts and acronyms

What happens when you say “no comment”? b People assume you have something to hide, leading to distrust and hysteria

How and to whom do you communicate? b Identify the messenger(s) appropriate for the message People often place more importance on the messenger than the messagePeople often place more importance on the messenger than the message b Communicate clearly b Identify all internal and external audiences - “stakeholders”

Developing & Communicating Your Message b Create Issue Response Team (IRT) Determine procedures & protocolsDetermine procedures & protocols Collaborate on key issuesCollaborate on key issues Follow procedures and protocolsFollow procedures and protocols Develop outreach strategiesDevelop outreach strategies

Developing & Communicating Your Message b Practice good communication within IRT Create roster of key member informationCreate roster of key member information Identify spokespersons and train themIdentify spokespersons and train them Meet or consult by phone regularlyMeet or consult by phone regularly Produce written updates on situation for key audiencesProduce written updates on situation for key audiences Formalize “response protocols” to ensure consistent responses to issue-related concernsFormalize “response protocols” to ensure consistent responses to issue-related concerns

Stakeholder Outreach b Inform and mobilize key allies b Establish trust by employing credible source for communicating information

Stakeholder Outreach b Use variety of communication vehicles: Bulletins or special alertsBulletins or special alerts In-person meetingsIn-person meetings Community committee meetingsCommunity committee meetings Electronic mailElectronic mail Web sitesWeb sites Photographs and video tape of work in progressPhotographs and video tape of work in progress Guided site tour if conditions are safeGuided site tour if conditions are safe

Media Outreach b Conduct media audit b Develop customized list of key reporters and media outlets b Develop “screening form” to field media inquiries

Media Outreach b Develop “media protocols” b Conduct media training of key spokespersons b Develop key messages b Initiate and establish relationships with reporters

Lessons Learned b Don’t avoid communicating b Be proactive b Don’t make promises you can’t keep b Support spokespersons b Be responsive to concerned parties

Lessons Learned b What do stakeholders want to hear? Their concerns are valid and being addressedTheir concerns are valid and being addressed Steps are being taken to fix the problemSteps are being taken to fix the problem When the problem will be under controlWhen the problem will be under control Their health & welfare are valuedTheir health & welfare are valued

QUESTIONS?