Quantum Communications Strategy  Advocacy  Media

1. Quantum CommunicationsStrategy Advocacy Media Media Training for State Affiliates March 31, 2016

2. Your Presenters… Ken Robinson Kevin Harley http://www.quantumcomms.com

3. Topics: • What to do when a reporter calls. • How to advocate for good guardianship when the stories are negative. • How to build a relationship with the media. • How to encourage a reporter to cover both sides of an issue. • Ways to avoid saying “no comment.” • How to respond to proposed legislation.

4. The communication process Common Message Message Source Encoder Channel Decoder Receiver Feedback Experience The Shannon-Weaver Model

5. A’s frame of Reference. Communicator A Communication Process Model -- Wilbur Schramm

6. B’s frame of Reference. Communicator B Communication Process Model -- Wilbur Schramm

7. Social environment – influences A’s and B’s frame of reference Context of relationship – influences A and B A’s frame of Reference. B’s frame of Reference. Communicator A Communicator B Communication Process Model -- Wilbur Schramm

8. Message A Decoder Encoder Communicator A Communicator B Communication Process Model -- Wilbur Schramm

9. Message A Decoder Encoder Communicator A Communicator B Message B Decoder Encoder Communication Process Model -- Wilbur Schramm

10. A’s frame of Reference. B’s frame of Reference. Message A Decoder Encoder Communicator A Communicator B Message B Decoder Encoder Communication Process Model -- Wilbur Schramm

11. Remember: • Two thingscan be said with confidence… • A message is more likely to succeed if it fits the receiver’s patterns of understanding, attitudes, values, and goals…or at least if it starts with this pattern and tries to reshape it slightly.

12. Remember: • Two thingscan be said with confidence… • Communication effects are the result of a number of forces, only one of which the sender can really control….the sender can shape his message and decide when and where to introduce it. • -- Wilbur Schramm

13. What is newsworthy? • Interesting and entertaining. • Timely. • Relevant and valuable. • “Counter norm.” • Deals with community concerns. • Controversy.

14. News Media: • Newspapers. • TV. • Radio. • Online News Services. • Social Media. • There are differences... • Deadlines and frequency. • Depth of focus. • Impact.

16. If we were to try to speak up for ourselves what is the best approach? • Prepare. • Know the facts. • Have an objective. • Know what you want to communicate. • Decide who you want to communicate to. • Determine how you will communicate -- same media or another channel?

17. Is it ever helpful to respond if you are attacked? • Do NOT let rumors go unchallenged. • You cannot control all of the technology. • You have limited control over people’s best intentions. • You have no control over other’s emotional responses. • You MUST control your own.

18. What is the best approach to bring awareness without inviting a fight? Frame Your Message. Stay on Message. Make it a Conversation – not a Lecture. Likeability. Practice.

19. What do the pros recommend? • Be Prepared. • Be There. • Be Active. • Be Honest. • Be Empathetic.

20. Message development • Identify 3 key points #1 ______________ Objective:________________________ #2 _____________ #3 ______________

22. When legislation and or negative media stories come out, how can non-attorney fiduciaries address these issues and be able to advocate for the future of our industry and businesses? • Develop and maintain trusting relationships with reporters. • Develop and maintain relationships with “opinion leaders.” • Third-party advocates are key. • Keep examples of positives. • Don’t be afraid to stand up and be heard when negatives are circulated.

24. How do we get media interested in the true story rather than the hype that sells? • What interests the media or the specific reporter? • Generally broad “pitches” get tossed if not in the reporter’s wheelhouse. • Be sure to explain why the story is of interest to the community at large.

25. How do we ensure that our words will not be twisted or taken out of context? • Remember what you can control – your message, and when and how you send it. • Be sure you know what you are trying to communicate. • Prepare. • Practice with someone who will tell you where it’s unclear or weak. • Take time to make sure the reporter understood what you said.

27. How do we get media to cover the positive stories? There are plenty of positive, encouraging, heartwarming stories associated with guardianship.  How do we tap into those?  • Pitch story ideas to reporters/editors. • Work with supportive third-parties to suggest opinion pieces (op-eds) and other ways they can help. • Use social media. • Talk to your members and collect examples of positive stories -- with pictures.

28. Is there a way to share the good stories without potentially setting those individuals we serve up for exposure and possible negative ramifications?   • Look for other communication channels – newsletters, social media, blog posts. • Use case studies that do not identify specific individuals. • Look for a “hook” that shows positive for the community, not a self-serving purpose.

30. How do we sign releases for media stories without potentially entering a conflict of interest? • Review requests with counsel. • Have a standard consent form. • If possible, don’t use actual names or identifying information.

32. Is there anything I can do if I think I may have said too much to a reporter? • Use positive, not derogatory comments. • If you make an error, correct it. • Remember who is listening. • Remember, anything you say may be quoted.

34. What do I say if I feel trapped if I shouldn't say "no comment"? • It’s the phrase “no comment” that waves a red flag. • It is ok to say there are aspects of a case you aren’t free to discuss, but explain why. • If caught off guard, it’s reasonable to ask what the reporter wants to discuss and say you’ll get back to them.

35. Should there be a specific spokesperson(s) designated identified to take media calls? • Yes. • One voice is better than conflicting or differently worded responses that appear to be in conflict.

36. Perils of Inconsistency • What happens if the message is inconsistent? • It will: • Be rejected. • Be distorted to fit existing beliefs. • Produce change.

37. Is it wise for an association to decide ahead of time what their position on a particular issue will be? • Absolutely. • Watch for news stories about your field – even from other states. • Think through what you would say if asked about it. • Consider calling a reporter and offering an opinion on a story that’s not in your purview – it may present an opportunity to strengthen a relationship.

38. What if you feel the reporter is trying to bait you into an emotional response? • Key messages… • Make your first words count. • Be ready for the “tough one.” • Controlling the flow: • Bridging • Flagging • Hooking

39. Watch for “traps.” • Most reporters won’t bait you, but … watch for traps: • Is it this or this? (Don’t pick one of two bad choices.) • Blindsiding. (Not what you thought the topic would be.) • Loaded question. (You’re wrong no matter what you say.) • Faulty premise. (The long, statement, a preamble to the question – always correct the reporter before answering.) • Watch the open mike/running camera. • Don’t let them put words in your mouth.

40. What if you mess up and your response is against the formal position? • Call back and correct your error.

41. Are there any suggestions for remaining calm and collected during an interview? • Always be prepared. • Know what you’re getting into. • Questions to ask: • When, where? • What is the topic? • What do I need to prepare? • Is it live? Who else will be involved? • Will the audience be able to call in?

42. The Five “P’s” • Poised • Polished • Prepared • Passionate • Persuasive

43. What if the press won't stop calling even after referral to the company spokesperson has been provided? • Patiently explain that they will need to call the company spokesperson. • But don’t then give them a response.

45. When contacted by a reporter, how do you go about ascertaining their vantage point on the story they are working on? Is that relevant to how to respond? • It’s absolutely relevant. • Always know your audience. • Target, target. • Research previous stories by the reporter. • Ask others who’ve worked with that reporter.

46. How (and to whom) do you respond to a media story that has completely inaccurate or misrepresented facts? • Start with the reporter. • If that doesn’t work, go to an editor. • Retractions are rare, corrections don’t get the same play – but go on record. • Consider an op-ed. • Consider a paid ad. • Consider other media.

47. How much information can I give about a case without violating confidentiality? Can I present information as a hypothetical situation? • It depends on the situation. • Where confidentiality is an issue, check with legal counsel before deciding whether and how to respond.

48. How can I develop a friendly contact in the media world? • It’s a matter of developing relationships built on: • Credibility. • Expert in your field. • Availability. • Knowledge. • Trust.

49. Quantum CommunicationsStrategy Advocacy Media www.guardianship.org Communications@guardianship.org www.quantumcomms.com