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Photo: Jason Eppink

The Times is on Line One: How to Transform a Media Crisis into Juvenile Justice Reform November 25, 2013. JIM BRAY Policy and Communications Consultant MARIE J. YEAGER Roda Creative Services. Photo: Jason Eppink. Leads a national movement

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Photo: Jason Eppink

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  1. The Times is on Line One: How to Transform a Media Crisis into Juvenile Justice ReformNovember 25, 2013 JIM BRAY Policy and Communications Consultant MARIE J. YEAGER Roda Creative Services Photo: Jason Eppink

  2. Leads a national movement • State-based juvenile justice coalitions and organizations (43 members in 33 states) • Laws, policies and practices that are fair, equitable and developmentally appropriate for all children, youth and families Photo: Moriza

  3. Types of Crises • Opportunities for reform • “Kids-for-cash” scandal • Maltreatment of detained youth • Roadblocks to reform • A youth under supervision kills or badly injures someone

  4. Types of Crises • Surprises • You Have Time to Plan

  5. Our First Speaker Jim Bray Policy and Communications Consultant

  6. Crisis Communications “BE PREPARED”

  7. For everything from tornadoes … Be Prepared

  8. To being stranded in the snow … Be Prepared

  9. To surviving an earthquake... Be Prepared

  10. Even nuclear war ... Be Prepared

  11. Good Luck with That

  12. Everyone Needs a Checklist

  13. Experience Helps • Spokespeople trained to talk to the news media. • Trained spokespeople experienced with talking to the news media.

  14. Be Quick. Be Honest. • Decide and write your message quickly. If you can anticipate the crisis, draft your message and refine when necessary. • Be honest. If you are at fault (or your client), accept responsibility.

  15. Deliver Your Message ASAP

  16. Be Thorough • E-mail to news media. • Phone calls to top media, at a minimum. • Prepare for cameras to arrive.

  17. You’re Not Done Yet • Call your most important backers. • E-mail your supporters. • Use social media.

  18. Look for More Opportunities • Did all media get it right? • How about an op/ed? • Monitor social media.

  19. Assess Your Performance Did you...

  20. Assess Your Performance Or did you...

  21. Plan Now for the Next Crisis • Did you stick to your crisis communications plan? • Did your communications plan work?

  22. Our Second Speaker Marie J. Yeager Roda Creative Services

  23. Transitioning from Crisis & Outrage to Opportunity for Reform November 25, 2013

  24. Setting the Stage • Getting the public’s attention • Best time to demand change • People resist change, unless change is easier than maintaining status quo • Spotting opportunities • Need for speed

  25. Opportunities - Examples • Zero tolerance • Dangerous, unnecessary restraints on kids • Placing a 10-year-old in an adult facility • Luzerne County, PA., “kids-for-cash” scandal • Costs to taxpayers

  26. Where Does Outrage Come From? • The media is a powerful tool • High profile/crisis situations draw reporters • Participants can guide discussions about reform, or allow misinformation to spread

  27. What Can Outrage Do? • Policymakers pay attention to the press • The general public is reacting to the news • Policymakers need public support for change – no support, no change • Policymakers often seek expert help to craft reform proposals

  28. Crises That Could = Reform • Example 1 • A youth charged with assaulting a teacher is diverted from juvenile court and sent for treatment. • The school responds with public criticism in form of letters to the editor and interviews about the need for zero tolerance with violent kids.

  29. Crises That Could = Reform • Example 1 • How can we support those on the front lines if we want them to continue to make progressive decisions? • How can we engage and educate local reporters? • What effects will this have on future actions by judges, DAs or Probation officials?

  30. Crises That Could = Reform • Example 2 • According to a new state report on racial/ethnic disparities shows that your county places youth of color in residential treatment at the highest rate in the state. • Your work to implement solutions and alternatives has been unsuccessful until now.

  31. Crises That Could = Reform • Example 2 • Reporters begin to call and ask questions… or worse yet, they don’t call to ask questions, they begin to publish negative stories. • How can you turn this into an opportunity?

  32. Coming to Theaters 2014 Riveting!... a real-life thriller that rivals the most dramatic fiction in terms of emotional impact. - www.KidsForCashTheMovie.com

  33. Tip Sheets • Will be emailed to all attendees. • Also available at: http://bit.ly/18jBMbu

  34. Tip Sheets • Coming soon! • Will be emailed to all attendees.

  35. Contact Info Jim Bray jimbray1@mac.com Marie J. Yeager Roda Creative Services marie@rodacreative.com National Juvenile Justice Network 1319 F Street, NW, Suite 402 Washington, D.C. 20004 www.njjn.org

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