1. The POWER is in the ANSWERS

2. WE ARE ALL THE FACE OF INVISIBLE FENCE® BRAND
OUR RESPONSIBILITY
WE ARE ALL THE FACE OF INVISIBLE FENCE® BRAND

3. WE ALL SPEAK FOR THE BRAND
OUR JOB
WE ALL SPEAK FOR THE BRAND

4. EVERY ENCOUNTER IS AN OPPORTUNITY
The Opportunity
EVERY ENCOUNTER IS AN OPPORTUNITY

5. ONE VOICE ONE MESSAGE

6. Effective Messaging
DELIVER WITH IMPACT

7. Effective Messaging
Facts/Figures
Examples
Anecdotes
Quotable Language

8. Problem/Solution/Next Step Facts Action Commitment
Effective Messaging
Problem/Solution/Next Step
Facts
Action
Commitment

9. Consumer/Business/Trade Put A Face On It Avoid Jargon
Consider the Audience
Consumer/Business/Trade
Put A Face On It
Avoid Jargon

10. ‘What’s more important . . .’ ‘The critical issue is . . .’
Use Flags
‘What’s more important . . .’
‘The critical issue is . . .’
‘There are three key factors…’

11. Build Bridges
Q = ANSWER+MESSAGE

12. TURN NEGATIVES INTO
POSITIVES

13. TAKE CONTROL

14. Know What’s NOT Your Story
‘That happened a long time ago . . .’
‘I can’t speculate . . .’
‘I’m not the best person to answer that . . .’
‘I don’t know, but I can tell you . . .’

15. Remember
‘OFF THE RECORD’
JUST AIN’T SO

16. Tell Your Story Your Way
TECHNIQUES YOU’LL ENCOUNTER
Machine Gunner
Penetrator
Paraphraser
Dart Thrower
Absent Party Ploy

17. Call Them Back Set Time Limits Consider The Setting
Control The Logistics
Call Them Back
Set Time Limits
Consider The Setting

18. Be Proactive When dealing with media, remember to:
Be timely and accurate
Show honest concern for the situation and people involved
Provide facts without speculation or guessing
Not assign blame or possible causes until all facts are known

19. Cooperate
The media can be an asset or a liability in a crisis. If ignored, reporters may approach a situation antagonistically, looking for information to exploit. But if the earliest interactions are characterized by cooperation and openness, the media can be an important channel of communication in a crisis.

20. Remember
ATTITUDE
IS A
MESSAGE

21. REHEARSE!

22. Questions…