Transcript Get Write to It:

Get Write to It:
Effectively Communicating for Success
Presented by Lauren Robinson-Brown
IACLEA Conference, 3.1.09
Presenter Bio
 Lauren Robinson-Brown, assistant vice president for
communications at Princeton University, holds a master of science
degree from the Columbia School of Journalism and an
undergraduate degree in English from Princeton, where she was
pre-med and also studied creative writing and African-American
studies.
A journalist who wrote for the Newark Star-Ledger, Dallas TimesHerald, Boston Globe and periodicals such as Black Enterprise
magazine, she also worked in government. Prior to arriving at
Princeton in 2000 as the director of communications, she served
as New Jersey's assistant secretary of state. She is the proud
mother of 17-year-old twin daughters and serves on many
community boards, including those focused on children.
Common Traits of
Effective Communications:
•Clear
•Concise
•Consistent
•Correct
Effective
Communicators Exhibit:
•Confidence
•Intelligence
•Trustworthiness
•Compassion
Losing Ground
Western Illinois University, Dec. 08 news conference on threatening note found in academic building >>
http://www.youtube.com/watch?v=IXa8vYfeifo
Commanding the Message
Chief Donald Grady, Northern Illinois University news conference after Feb. 08 tragic
campus shooting >> http://www.youtube.com/watch?v=QlkuIg5aL9c
Avoiding Buzz Words
Top Ten Tips for News Conferences
1. Think about the logistics or assign someone to do so. Ensure you know the
order of news conference speakers. Ensure there is a podium with an institution
shield either on it or as a backdrop, to help establish the serious nature of the
matter. Ensure you can be heard. Review/practice in advance.
2. Consider wearing your official uniform as a visual cue to quickly establish trust
and authority. Pay attention to your body language – don’t make facial expressions
or movements that are distracting. Convey openness (closed, concentrated or
mean faces convey someone trying to hide something.)
3. Set the tone by starting with positive comments about what your team was able
to accomplish, even if the circumstances you are reporting on are grim.
Acknowledge the human suffering, if such occurred – “We’re here to discuss the
tragedy that began early this morning at…”
4. Take care not to use slang or buzz words that could be offensive under the
circumstances (i.e., “I just butchered that name”); do not use campus or police
jargon and if you do, define what it means.
5. Be confident. Bring your talking points on index cards or other paper and refer to
them when you lose your train of thought. Be prepared to acknowledge mistakes if
any were made.
6. Do not ramble. Be prepared to make a brief statement, conveying only what
needs to be said at the moment and then accept questions. When planning, think
about what your audience needs to hear.
7. When you have the information but don’t want to answer a question, use a
standard phrase such as “I am not prepared to release that information at this time.”
If the reporter persists, simply reiterate, “This investigation is ongoing and we’ll
report more as appropriate.”
8. When you don’t have answers, say so but offer to either get the answers or turn
to someone who can get the answers.
9. Stick to your field of expertise. If reporters ask questions that are outside of your
realm, either tell them you’ll turn to another institutional rep to field those questions
when you finish with law enforcement issues or, if you are finished, suggest that this
is the time to turn to the next speaker.
10. Before you conclude, decide if you need to reiterate two or three points,
including the pride you take in the responsiveness and professionalism of your
team.
Expert Media Training
ARCH LUSTBERG
Contact: Marguerite Stone
[email protected]
Communications Exercise:
 Role Playing
 Divide into teams of 6 (or more)
 Decide as a team who will be the observer. The
observer will read instructions, watch and take notes as
the exercise progresses, and report out to the team and
then the overall group. The observer will not participate
as a role player.
 This exercise and discussion should take about 30
minutes.
Top Ten Tips for In Person Meetings
1. Anticipate such meetings so that you don’t feel ambushed. Remember
everything you say, even to individuals, can end up on the front page of a
newspaper or in court testimony – but sticking to the facts shouldn’t mean
appearing robotic.
2. Look the person in the face. Remain open – not closed (pay attention to body
language).
3. Establish authority yet concern. “I can’t imagine how you’re feeling, but we’re
doing everything we can.”
4. If the meeting is not private, remove the person from the spotlight/crowd so that
the meeting can be more intimate.
5. If still in crisis, state how much time you have to meet. If not in crisis, afford the
person as much time as necessary.
6. Ensure the person is calm by modeling such behavior. If the person is yelling or
agitated, without being condescending -- ask if the person to alter their behavior
or if they would prefer to meet with a health or religious counselor before talking
with you. Pay particular attention to cultural differences and try not to assume a
person is being negative.
7. Explain what has been done and ask what the person needs most to help at
the moment. Actively listen (by asking re-stating questions to ensure you heard
correctly). Don’t provide more information than is needed at the moment.
8. Respond to the need at hand by directing the person to the right authority at
your institution.
9. When you don’t have answers, say so but offer to either get the answers or get
the person to someone who can get the answers.
10. Give the person your business card for follow-up contact and ensure the
person is passed on to another University representative (or someone from your
staff).
The Written Word
Before

A shelter in place is issued when it is
more dangerous to evacuate an edifice
than to remain. Should an emergency
situation arise, notification will come from
Campus Police to the University
community. The ideal option of remaining
inside a University facility can be the
safest option in these instances.
Additional notification may also be shared
via radio, television, internet, and through
other communication devices. The
University community will be required to
remain in their current facility until the all
clear notice has been issued by the
Campus Police.
After
 During an emergency, Campus
Police issue a “shelter in place”
directive when it is deemed more
dangerous to leave a building
than to stay in it. This notification
will be made in person and/or via
radio, television, Internet, and text
messaging. Once sheltered in
place, you must remain in place
until Campus Police issue an “all
clear” notice.
*Top Ten Communications Pitfalls
1. Poor Writing – grammar is important. Writing should be crisp and to the
point. Use action verbs. When in doubt, use more periods and shorter phrases
versus complex clauses or sophisticated vocabulary and punctuation.
2. Mixed Messages – don’t waffle. Pick your key points and stick to them. Keep
your message consistent and specific.
3. Unrelated Topics – don’t pile on several messages or topics into one
communication tool as your audience will tend to wander, get confused, or only
focus on the one point that is important to them.
4. Trying to Cover Up Bad News – Your credibility will suffer when you try to
disguise bad news. People are perceptive and want to know the truth. Be
sensitive but direct.
5. Diluting the Real Message – Don’t try to soften the blow of the real message
by adding promises that are unrealistic. State what the facts are and what
people are honestly trying to do to help but don’t overreach.
6. Assuming Audience Reaction – Don’t assume the audience only wants
specific information but not the full context. Those associated with the situation
often want to hear the context under which you are processing information so they
can give you the benefit of the doubt.
7. Assuming Audience Ignorance – Don’t patronize or state issues in a way that
insults the intelligence of your audience. If you think they may not be familiar with
certain terms or processes, ask if they need more clarification.
8. Assuming Audience Has Same Information – When you are steeped in the
details of a situation, it is easy to forget that not everyone has the same information
so take the time to ensure everyone is on the same page before moving forward.
9. Trying to Hide the Truth – People often want to help or rally to be supportive
during difficult situations but they will be alienated if they sense you are lying or
keeping non-confidential information from them.
10. Assuming More is Better – Long messages often reveal weak arguments and
poor planning. Find the right balance between communicating what is necessary
and being sensitive about the communication. Succinct yet meaningful messages
are usually well received.
*Adapted from Corporate Communications Manual, LL Trainer, Prentice Hall , 1990.
Good Intentions Gone Bad
 How does Public Safety react to teenage skateboarders? Is
it ok that they are skateboarding here or are there problems
with it?
It is not okay to skateboard on campus even though there
are no signs prohibiting it.
When officers see people skateboarding, they will typically
tell them to stop and send them on their way. If we see the
same person again skateboarding, the officer will likely stop
them, get their name/address, and give them a written
warning not to skateboard on campus. If we catch the same
person again, we would bring them to DPS headquarters
and contact their parents.
Top Ten Tips for Email Writing
1. Think about whether it would be better to have a phone conversation first, and
then confirm the conversation through email.
2. Human nature tends to make people assume the worst so your email must be
extra diplomatic or nice to convey simple facts and eliminate “tone.” Your goal is to
be respectful, approachable and professional and not curt, demanding or insulting.
3. Pay attention to the email format. Copy and blind copy necessary parties. Set the
priority to high, if it calls for it. Ensure subject line is a quick, easy to understand
summary of your message.
4. When writing, assume your email will be forward to a news organization and
could appear as is online or on the front page of a newspaper – even if it is marked
confidential.
5. Keep email as brief as possible. If it must be long, offer a summary and then
include the supporting matter.
6. When conveying difficult information through email, offer alternate means
of communicating, as in, “I sent this email to get you immediate information
but please call me on my cell at XXX-XXXX if you need to discuss.”
7. Pay attention to grammar and don’t use jargon. Email is not an informal
tool. It has replaced interoffice memos.
8. Work with your legal department to craft a legal disclaimer as the footer
of all official email.
9. Whenever there is time, make sure a second party – preferably your
communications department - reads your email to see if it conveys what
was intended. If this isn’t possible, print it and reread it several times before
sending.
10. When responding to email chains on important matters, especially when
new parties are being brought into the conversation, ensure you copy all of
the old messages into the new email.
Questions?
Contact Information:
Lauren D. Robinson-Brown
Assistant Vice President for Communications
Princeton University
22 Chambers Street, Princeton, NJ 08542
609.258.3601
[email protected]