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Crisis Media Plan

Crisis Media Plan. Rotary International Public Relations Division. When a Crisis Develops (1). Convene a crisis management team (DG, PDG, Attorney, Media Professional, Committee Chair.) Gather all the facts. Offer timely briefings to team members. Designate a Rotary spokesperson.

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Crisis Media Plan

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  1. Crisis Media Plan Rotary International Public Relations Division

  2. When a Crisis Develops (1) • Convene a crisis management team (DG, PDG, Attorney, Media Professional, Committee Chair.) • Gather all the facts. • Offer timely briefings to team members. • Designate a Rotary spokesperson.

  3. When a Crisis Develops (2) • Tell clubs/Rotarians to refer all media inquiries to the spokesperson. • Prepare a statement that accurately states the facts and conveys the appropriate tone. • Develop key messages to help the spokesperson convey Rotary’s position • Contact RI immediately if there is a potential for national/international media interest.

  4. When the Media Contact You • A media interview is a good opportunity to convey the facts and Rotary’s position to the public. Be completely honest and truthful. • Respond to media calls promptly. • If you need time – tell the reporter you will call back – and then call back promptly. • Do not cover up the situation or make excuses. • Prepare statement, expressing Rotary’s position (sympathy, genuine promise). • Monitor media/web activities for accuracy.

  5. Creating Key Messages – Examples • We care about every student (Youth protection is Rotary’s priority) • We are shocked/concerned/saddened by this information/allegation/event • We take every allegation very seriously • We will review our policies and guidelines.

  6. Conducting the interview -- Maintain the Proper Attitude • It is a reporter’s job to ask difficult questions. • Organize your thoughts and speak in short, simple sentences. • Strengthen your message with a personal story. “As a parent of an exchange student…” • Emphasize that Rotary is cooperating fully with any external investigation. • Control your tone and body language. • Remember to thank the reporter for his/her time.

  7. Speak in Soundbites • Talk in short and simple headlines Headline:Youth protection is Rotary’s priority Supporting points or examples: Before the student leaves, we have orientation programs, background checks… • Do not try to pack in too many details and statistics.

  8. Use Personal Stories • Illustrate your main message with a personal story I’m the father (mother) of three children. Two of them have gone on exchanges. I understand what it is like to worry about your children when they are half-way around the globe.

  9. Mistakes to Avoid (1) • Avoid sharing with reporters rumors, personal observation or speculation. Stick to the facts. • As a spokesperson, you are representing Rotary. When you speak, you ARE Rotary. No personal observations about the incident. • There is no such a thing as “Off the Record.” If you don’t want the reporter to publish it, don’t say it.

  10. Mistakes to Avoid (2) • Avoid jokes. Jokes could be misunderstood and present poorly • Avoid repeating the negative term used by reporters. (e.g. Question: Isn’t that true that Rotary is an old white men’s club… Answer: Do not repeat. If you don’t agree, give a positive statement. “No, Rotary is a humanitarian service organization, with 1.2 million professional and business men and women of all ages and ethnic backgrounds.

  11. No Rotary Jargon Please • Know your audience – you are talking to the general public • Define a Rotary term or replace it with phrases that general public understands: (e.g., District governor, The International Assembly or Institute, YEO, RYLA, Rotaractor, District 6500 etc.)

  12. Answering Difficult Questions • It’s a reporter’s job to ask difficult questions • Be positive. No hostility • Try NOT to use “No comment.” Instead, explain why you can’t answer and bridge to a topic or message that’s in your home base.

  13. Pay Attention to How You Communicate • Body language is critical 35% is what you say 65% is how you say it • Be sincereBe animatedBe patient

  14. After the Media Interview • Thank the reporter: “If you need more info, feel free to contact me.” • If Rotary is misrepresented, write a letter to the editor

  15. Truth, Sincerity and Action • In summary, follow the principles of honesty, transparency, and sincerity and the media and the public will recognize and appreciate the effort. • Offer sincere sympathy, concern or apology. Give genuine promises – and follow through. A club can minimize a negative image through positive action. • Take action to show that Rotary cares.

  16. Media Assistance from RI • Assist drafting position statement. • Help with last minute media training. • Provide international spokesperson. • Help coordinate national/international media interviews/media contacts. • Contact: +1 847 866 3245/David Alexander

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