How to manage your

organization’s relationships with its various publics

October 24, 2016

Your Company’s Publics

Internal Relations

Customer Relations

Community Relations

Government Relations

Media Relations

Online Community

Relations

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Deliver the right message to the right audience through the right channel at the

right time.

• Personal involvement (1:1)• Special event• News (release, alert, conference)• Social media• Opinion material• Thought leadership (blog, white paper, video,

speaking, research)

Channels

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Objective: Attract awesome recruits who fit our values

Current employees;

recent grads;

community leaders

Advance 3x faster here; 5-star employee

happiness; Work with elite clients

Job fair, LinkedIn, facebook, blog, Best

Place award entry

Visit landing page; attend event; refer a

candidate

Reputation Management

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• Complaint posted on biker forum– No response from the company

• Biker then posts video that shows he can unlock the Kryptonite lock with a Bic pen– The company still doesn’t respond

• Bloggers continue to post about the fiasco• Company finally speaks, claiming that the locks are in

fact effective • Mainstream media picks up the story• Kryptonite forced to replace all locks for an estimated

cost of $10 million

Kryptonite Lock Case Study

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• Crisis communication plan – Social media response plan

• Brand monitoring and active listening• Response time = hours, max 24

– If possible, take it off line• Be prepared for issues that could arise

across multiple channels• Quickly share online the facts that you know• Show concern, tell the truth, accept responsibility

What’s Needed Today

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• Google Alerts • Sprout Social• Hootsuite• Addict-o-matic• Social Mention• http://keyhole.co/blog/the-top-25-social-

media-monitoring-tools/

Social Monitoring Tools

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Media Training 101

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It’s a PRESENTATION…

…not a CONVERSATION

The Key to Success

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• Neither friend nor foe• Wants a good story• Needs to impress editor/producer or blog followers• Could consider self as an expert (particularly blogger

or consumer advocate)• Views self as watchdog or responsible for truth • Concerned about being scooped• Won’t wait for you to run with a story• Can be cynical and mistrustful• Social media tie-in is a real and growing factor

The Typical “Modern” Journalist

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• Timeliness• Responsiveness• Breaking news• Prominence• Consequences• Human interest• Scandal• Conflict or counter-intuitiveness

What the Media Wants

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In a perfect world …•You would already have a relationship with your reporter•Your reporter would be objective•Your reporter would be accurate•Your reporter would be an expert on your company and your industry•Your reporter would be responding to your story idea

Media Relationships

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In the real world, your reporter …•Will be on deadline•Will have heard from others first•Will have more information than you do•Will already have an idea on how he or she wants to shape the story•Will be multi-tasking

The Reality

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You have the right to know...•What the story is about•When the story will be used•Whether you will be responding to others•If the interview will be live or taped•Where the story will run•Who will be doing the interviewAnd you have a right to…•Help define the agenda•Ask questions•Courtesy and respect

Rules of the Game

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You Do Not have the right to…•Know the questions in advance (although some might share, but never expect it nor ask)•See the story in advance•Change your quotes or edit the story•Expect your view to be the only one presented

Rules of the Game

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Reporters have a right to…•Reasonable access to information•Respect for deadlines•Concise answers•Follow up for clarification and additional information•Redirect the interview to the subject under discussion•Evaluate/report the story as the reporter sees it•Courtesy and respect

Rules of the Game

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An effective strategy and higher probability of a favorable outcome hinges on your ability …

•To convey confidence– Go in as an equal and enthusiastic participant

•To maintain control– Steer the interview with clear and succinct messages

•To establish credibility– Demonstrate knowledge by providing believable and relevant

messages

Your Game Plan

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Preparation is the Key•Never wing it – despite your knowledge•Shape your messages•Plan your answers•Practice your messages and answers•Consider possible supplementary questions•Know what you are walking into

– Gather information about reporter– Gain insight into subject matter and direction of story

– it is OK to ask questions

Before the Interview

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At the start of the interview …

•You have an opportunity to set the tone•You want to be able to present your messages in a way that still cedes control to the reporter•That does not mean you be reactive•To the contrary, be proactive:

– Break the ice by taking an interest in the reporter– Ask about the reporter’s background, where grew up, types of

stories he or she likes to cover• It will go a long way toward making you more likeable in the eyes of the reporter

Personalize the Experience

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• Response Tips• Keep it simple

– Avoid jargon• Personal experiences as examples

– No one can refute your own personal experiences• Facts and statistics

– Make a strong statement but do not overdo it• Third-party endorsement

– Increases credibility• Analogy

– Makes complicated points easy to understand

During the Interview

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• Step 1: Identify your audience– Know who you want to reach– Target those whom you want to take action– What is the one thing you want the audience to remember?            

                – What are the three key facts you’d like to mention?– What is the phrase you want to repeat at least twice?– When people hear the name of your organization, we want them to

think (phrase) in their head.• Interviews are really a 3-way conversation

– You – Reporter – Audience– The reporter is the vehicle by which you reach your audience– Remember that you will speak to the audience, not the reporter

Define Your Message

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• Step 2: Create your message– Predetermine your objective as it will drive your main point– You can’t count on expressing every point– No more than 3 key points, as your message will become confused– You want to drive the message and not leave it up to the reporter to

decide what is most important– Write out your main point, draft two secondary points– Get your main point across ASAP

• Step 3: Stick to your agenda– Bring everything back to your key messages– Be conversational but to the point– Be concise in your answers – makes you more quotable

Shape the Story

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Managing The Message

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Every question deserves an answer, but answering the question is half the goal.

Question MessageResponse

BridgeBlockFlag

Blocking and Bridging•“Yes… (the response), in addition to that (bridge to key message)”•“No… (the response), let me explain (bridge to key message)”•“I can’t really address that. But what I do know is (bridge to key message)”•“That’s how it used to be. Here’s what we do now (bridge to key message)”

Techniques to Manage Messages

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Flagging•“That’s a terrific question…”•“The most important point to remember is….”•“We’ve talked about a lot, but it all boils down to these three points.”•“The heart of the matter is….”•“I can’t emphasize enough…”

Managing the Message

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• Nothing is ever “off the record”• No “retroactive” off-the-record remarks• Off-the-cuff remarks can be next headline• Background statements can be quoted• Never argue• If questions contain negative words, don’t

repeat them – restate as a positive• If you don’t say it, they can’t use it!

Managing the Message

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• Multiple Questionso Pick the one you like best and answer that first

• Absent Third Partyo Never answer for a third party

• Hypotheticalo Make it clear you don’t want to guess

• Inconsistencyo Explain why the situation has changed

• Cheap Shots/Negative Questionso Do not repeat a negative, focus on the positive

Common Pitfalls

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• Declining to answer a question is OK, but avoid using “No Comment” or “I don’t know” … consider these tactics instead:o Always use the opportunity to bridge to what

you want to sayo “Here’s what I can say about that …” Then get

your point across. o If an answer is needed, and you do not know …

“I’ll get back to you” or “I’ll have someone else call you for that.”

The “No Comment” Rule

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• Thank the reporter• Encourage to follow up if have more questions• Ask when expect to broadcast or be in print• Have your communications expert follow up• If asked, “anything like to add …?”

– Always take advantage of the opportunity– “I think we’ve covered a lot of ground, but I would

emphasize …” – Make your main point and supporting points one

more time

Ending the Interview

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TV/Broadcast Interviews • Always assume camera or mic is on (even when

they say it isn’t)• Short answers are crucial: 8-12 seconds• (On pre-recorded interviews) ask immediately to

restate an answer if you are unhappy with what you said

• Talk to the interviewer• Don’t shout -- use conversational tone

– Keep energy level high -- show interest

Image and Presence

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