NZ Catholic Education Convention 2018: How Catholic Education Leaders can Tame the Media
How Catholic Education Leaders can Tame the
Media
Crisis Communication Plan – have a “kit” ready
to support any eventuation in a crisis
5 Steps to
be Ready
Roles
·
be
clear about who is the spokesperson, speak the media, manage online forums (FB)
·
Need
someone who is going to manage the media response – project manage to situation
(not the spokesperson) – normally DP / AP
·
Writer
/ media liason
Predications and Statements
·
Communication
key – sharing appropriate and correct information
·
Have
statements ready for possible scenarios (holding statements), eg:
·
Explain
role in the school
·
We’ve
just be made aware of...
·
We
are not sure of all the details at this stage, but what we do know is...
·
We
are doing all we can to sort this out... We are...
·
Three
Rs:
1
Regret
/ empathy
2
Response
3
Reassurance
(you will
either be seen as a victim or a villain, depending on what you present)
Who to Contact
·
Depends
on context – ideally 2 or three ways to contact parents (phone, text, email,
letter, etc)
·
Make
sure any media and parent statement are giving the same information, as the
media will always manage to get ahold of parent information.
·
Staff,
Parents, a list of media (covering), Board Chair, insurance, lawyers, MOE,
Catholic Office, PR person
Communication Channels
·
May
need press conference - both TV stations rather than only one, etc
·
Have
a plan
Places to organise
·
Someone
take the resporters to a particular room – away from people who may speak out
of turn
·
Have
a plan
Media Interviews
Prepare
for:
·
A
Media message – the three most important
points to get across, summed up in 25 seconds or less
·
An
interview is not a Q and A
Sound Bite Power Example
1.
Point
2.
Soundbite (only use once, then cross
off)
3.
Point
4.
Soundbite (only use once, then cross
off)
5.
Point
6.
Soundbite (only use once, then cross
off)
EG:
·
Point
= if everyone gives a few dollars we could make the money more easily
·
Sound
Bite = If we can come up with 2 million dollars to buy a beach, we can raise a
fraction of that to save Maddie’s life (analogy)
·
“absolute
language” – we are absolutely devasted about...
·
Examples
of what you are doing to cope with the crisis
·
As
a parent myself, I can’t even imagine what the families are going through
·
Statistics
– can be good, but only use one statistics. Consistently on surveys, we have
found that 99% of...
·
Cliches
– we’ll leave no stone unturned until...
·
Bridging
technique back to the key point – we don’t have all the details to answer that
at this stage, but what I really want your readers to understand is..
Body Language – Huge
People take
away 55% body language, 38%, 7% words
·
Use
your hands to emphasise passion / care / point making. Not using indicates lack
of interest.
·
Don’t
be too perfect – too prepared
·
Visual
language – paint a picture (eg Trump, versus Clinton’s stats)
Never Speculate
·
Don’t
indicate that something “could” happen - can say - I wouldn’t want to speculate
in that. If asked a third time – say I think I have answered your question.
·
I
don’t know but what I CAN say is that.....
·
No,
that didn’t happen, we don’t...
·
Turn
it around – I’m really proud of the way we handle... at our school
·
Topical
– get into local media – great for reputation, and makes bullet-proof when
something goes wrong
·
Out
of the Ordinary
·
New
or First
·
Human
Interest
·
Community
newspapers are crying out for stuff
·
PICTURES,
PICTURES, PICTURES
·
Find
the local reporter – buy them a coffee and build a relationship – how do you
want me to contact you? Etc
Comments
Post a Comment