Transcript Speaking to the Media

Linda S. Rhodes
Virginia Conference
Director of Communications
What is a crisis?
What is a crisis?
Crisis: “A situation that puts your
organization’s values on trial
in the court of public opinion”
What is a crisis?
Emergency: “A situation
that
requires immediate
attention and may attract the
attention of the media and/or
public.”
What is a crisis?
Controversy: “A situation that
calls attention to a divide
the denomination,
conference or local
church.”
in
What is a crisis?
 Can be good or bad
 Most are bad
What is a crisis?
 Personnel crisis
 Criminal or legal action
 Violent acts, demonstrations,
death or injuries
Corporate crisis
‘Perceived’ crisis
 Positive crisis
A crisis …
 Usually comes suddenly
A crisis …
 Usually comes suddenly
 Info, key leaders not available
A crisis …
 Usually comes suddenly
 Info, key leaders not available
 Provides opportunity - early
A crisis …
 Usually comes suddenly
 Info, key leaders not available
 Provides opportunity - early
 Has a life cycle
A crisis …
 Usually comes suddenly
 Info, key leaders not available
 Provides opportunity - early
 Has a life cycle
 Impairs judgment, clear thinking
Develop a Plan
Best organizations prepare for
bad times when times are good.
Why?
 Church can’t hide from public
scrutiny
Why?
 Organization may win in court of
law, but lose in court of public
opinion
Why?
 Without plan, temptation is to delay,
stonewall, avoid, be defensive –
say “no comment.”
Result is always negative.
Why?
 To ignore or refuse media
interview at any stage of a crisis
is to increase heat, not light.
Why?
 When crisis strikes, everything good
and positive about organization may
be called into question.
Why?
 Reputations of churches, districts,
conferences can rise or fall,
depending on conduct in days and
months after crisis.
Goal
 Get from event to disinterest as
quickly as possible.
 Build stronger, more positive
reputation for church.
Public expects…
You to care about what happened
To know what you are doing about
situation
To know that you will prevent
recurrence
Good plan …
 …Offers compassion, concern
and care for victims, those
affected.
 …Meets needs of news media.
 …Projects positive image for
organization.
Crisis Communications
Plan
1. Crisis communications team
2. Rationale
3. Objectives




Openness, accessibility
Truthfulness
Responsiveness
No secrets
Crisis Communications
Plan
4. Possible crises






Natural disasters
Criminal acts or legal action
Violent acts, death, injuries
Personnel
“Positive” crises
Perceived crises
Crisis Communications
Plan
5.
6.
7.
8.
Spokesperson(s)
Staff assignments
Decision-making process
Guidelines for dealing
with news media
Crisis Communications
Plan
9. Audiences – contact lists




Need-to-know (conference, church
staff, officers, congregation, others)
News Media
UM disaster response
Others?
10.Communications channels
Crisis Communications
Plan
11.Computer back-up
12.Training
13.Office space
14.Notification process
Crisis Communications
Plan
15.Media relations

Build working, trusting
relationship in advance
16.Practice
17.Regular meetings of crisis team
Handling telephone calls
 Take written message
 Get reporter’s name, media outlet,
phone number, deadline
Ask for topic, info needed
Say spokesperson will return call
Don’t answer questions yourself
Be polite, but firm
Keep log
Please,
DO NOT say:
“No comment!”
On-site reporters
 Refer questions to spokesperson
(pastor, conference communicator,
D.S.)
 Don’t be hostile
 Don’t give personal opinion
 Don’t speak “off the record”
 Be polite, but firm
Please,
DO NOT say:
“No comment!”
Hold Response
 Use if not prepared to respond
 Buys time
Determine best spokesperson
Gather facts
Consider key messages
 BUT get back to reporter ASAP
Hold Response
“I want to make sure we give you
the most accurate, up-to-date
information. What is your
deadline? If you give me your
contact information, I’ll return your
call within the next 30 minutes.”
Hold Response
“Our pastor (or designated
spokesperson) is knowledgeable
about this issue. If you tell me
your phone number, deadline and
information you need, I’ll have
her/him return your call as soon
as possible.”
Reporter’s Job
 Ask tough questions about issues
people care about
 Get accurate, up-to-date
information
 Meet deadlines
 Make story interesting and
significant
Reporters
 Not enemy
 Not friend
 Professional doing job
Spokesperson’s job
 Be reliable, credible source of
information
 Advocate the church’s perspective
 Create positive image
 Connect with the audience
HOW?
 Be prepared
 Have facts
 Develop message (“Sound bite”)
 Practice, practice, practice
5 Fs are best approach
 Fast
 Factual
 Frank
 Fair
 Friendly
What’s your objective?
 Always communicate with purpose
Show compassion, concern
Give facts
Explain process, policies
Actions to ensure it doesn’t happen
again
Develop your message
 No more than 3-4 key points
 Keep it short and simple
 Positive language
 Repetition, repetition, repetition
Examples of Key Messages
“This accident has saddened all of us,
and we are ministering to those involved
and working to prevent it from ever
happening again.”
Examples of Key Messages
“Our hearts have been deeply saddened
by this tragic event. We have a very
strong Wesley Foundation ministry on
campus that is now offering counseling
and care to students and faculty. We have
gathered in prayer and concern for all who
lost their lives, their families and friends,
the administration, faculty, student body
and the wider community of Blacksburg.”
Interview preparation
 Who is the audience?
 What are my main points?
 What are facts and examples that
support my points?
 What might a reporter ask?
 How will I respond?
Sound Bites
 6-15 seconds long
 Summarize complex issue in
simple terms
 Don’t use church lingo or
acronyms
Sound Bites
 Say most important thing first
 Briefly elaborate
 Explain how it affects audience
Bridging
Touch on the question and use
transitional phrase to go to your
message at every opportunity
“What I can tell you is …”
Let me put that in perspective.”
But it’s important to know that …”
The bigger issue is …”
Bridging
“I can’t speculate about the cause of
the accident. What I can tell you is the
church is fully cooperating with law
enforcement officers as they work to
determine the cause. Our focus right
now is on providing pastoral care and
support to church members who were
riding in the van and their families …”
Interview Do’s
 Practice
 Tell the truth (but not everything
you know)
 Be concise – Short, simple
statements
 Use positive language
Interview Do’s
Take control of interview
 Speak with conviction
Make your point in every answer –
repeat your message
Interview Don’ts
 Lie
 Get hostile or defensive
 Give long, rambling answers
 Use jargon or acronyms
 Speak “off the record”
 Guess, speculate or speak outside
your area of expertise
Interview Pitfalls
 Don’t raise issues you don’t want
to see in the news
 If you don’t know, say so
 Stop talking once you’ve answered
the question
Difficult Questions
 “What if?”
 “Why did so-and-so
do such-and-such?”
 Personal opinions
 False premise
 Forced choice
Dealing with Controversy
 Use opportunities for bridging
 Talk about process –
focus on policies and procedures
 Stay cool
 Don’t repeat negatives – even to
dispute them
Phrases for Controversy
“United Methodists are not of one
mind on some issues, but it’s
important to have debate and
discussion about these issues.”
Phrases for Controversy
“One of the strengths of The
United Methodist Church is that
we can express different opinions
and have an open dialogue about
issues.”
Be prepared
 Identify key message (sound bites)
 Select spokesperson(s)
 Identify questions reporters might
ask
 Practice saying messages (sound
bites)
 Role play helps!
Resources
www.umcom.org >> “Training
Resources” >> “Media Relations
Ministry”
$7.50
For Assistance:
Linda S. Rhodes
Virginia Conference
Director of Communications
Office: (804) 521-1111
Cell: (804) 517-8147
E-mail: [email protected]