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Advanced Media Relations

Advanced Media Relations. Managing Media and Building Opportunity. Brad Dugard Director, Media Relations and Communications Ontario Chamber of Commerce Presented to the Chamber Executives of Ontario Thursday, February 03, 2005. Getting in the journalist’s head.

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Advanced Media Relations

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  1. Advanced Media Relations Managing Media and Building Opportunity Brad Dugard Director, Media Relations and Communications Ontario Chamber of Commerce Presented to the Chamber Executives of Ontario Thursday, February 03, 2005

  2. Getting in the journalist’s head • “Don't you wish you had a job like mine? All you have to do is think up a certain number of words! Plus, you can repeat words! And they don't even have to be true!” • Dave Barry, American Columnist

  3. Proactive Communications • Reactive Communications • Issues Management

  4. Proactive Communications • Getting out there and telling your story • Driving the news cycle • Getting the jump on the “pending” story

  5. Give them what they want • Timely • Relevant • Compelling • Ontario’s Business Advocate of Choice

  6. For Immediate Release Ontario Chamber of Commerce Releases Results of Member Survey on SARS Impact on Business Toronto, On – April 24, 2003 – The Ontario Chamber of Commerce, today released the results of its on-line survey conducted among its members to assess the impact that Severe Acute Respiratory Syndrome (SARS) is having on businesses in Ontario. The survey, which was conducted during the period April 16th to April 23rd, 2003, received a total of 739 respondents from across the province who answered seven questions relating to the impact on business, contingency planning and the government’s management of the crisis. Key results from the survey are: Approximately one-third (32%) of respondents indicated that they have experienced a negative impact from SARS. The top three impacts felt by businesses are: 1) Less business activity 2) Cancelled events and 3) Lost customers. The size of the company did not seem to matter. When asked whether they had contingency plans in place if SARS affected their workplace, 78 per cent indicated that they did not have such plans. This was particularly apparent in small businesses with less than 50 employees, where the number who did not have such plans was 83 per cent, compared to 62 per cent for companies with more than 50 employees.

  7. Rate the overall quality of releases that you receive in a typical business day. A 0% B 16% C 44% D 28% F 12% Source: Canada NewsWire

  8. Crafting the release

  9. Make the boring stuff exciting! For Immediate Release One-in-Three Businesses Hurt by SARS But 80 percent have no plan for another outbreak Toronto – One-in-three Ontario businesses have reported a negative impact to their bottom line because of the SARS outbreak – and yet almost 80 per cent have no contingency plan to deal with another outbreak, according to a new survey by the Ontario Chamber of Commerce. The survey found that businesses experienced a drop in business, cancelled events and lost customers due to the outbreak. The findings were consistent regardless of the size of business. “This is a wake up call for business,” said Len Crispino, President and CEO of the OCC. “While this outbreak is now contained and we are optimistic for a quick recovery, companies must be prepared for additional uncertainty.”

  10. Goals of a media release • News coverage pulled from release • Interview requests

  11. Proactive Summary • Timely, relevant, compelling Accomplished through well written material and strong messaging.

  12. Reactive Communications • Speed • Say it fast • Substance • Say it well • Slant • Say it with a better angle

  13. Reacting to the story McGuinty government gives municipalities tools to ease residential property tax burden TORONTO, March 15 /CNW/ - The McGuinty Government today announced that municipalities would be given greater flexibility and autonomy in setting their property tax rates. "With a strong housing market, homeowners in many communities across Ontario have experienced substantial increases in their property assessment," Finance Minister Greg Sorbara said. "We are giving municipalities the tools they need to better manage the impact of reassessment on their residential taxpayers."

  14. One Hour Later… For Immediate Release BAND AIDS ON TOP OF BAND AIDS ARE NOT THE SOLUTION TO PROPERTY TAX PROBLEMS Toronto – Today’s announcement from Ontario Finance Minister Greg Sorbara will do nothing to address any of the problems with the property tax system in Ontario – nor will it address the budget challenges facing municipalities. “We’re pleased to see that the province recognizes the present system is broken,” said Len Crispino, President and CEO of the Ontario Chamber of Commerce. “But this is another Band Aid on top of other Band Aid solutions.” The OCC has communicated extensively with the Ontario government on needed reforms to the current property tax systems…

  15. Reactive Summary • Get in front of the story • Project your position • Build Contrast

  16. Issues Management Issues come in many forms • Scandal • Contentious Remarks / Position • Sheer Stupidity

  17. Strategy for Issues • Create a plan & stick to it • Get in front of the issue • Stick to your message • Change the channel

  18. Never, ever, ignore the media

  19. Never, ever, lie to the media

  20. Issues Summary • Have a plan • Get in front of the issue • Stick to your message • Change the channel

  21. Chose the right medium • Media Releases • Press Conference • Letters to the Editor • Open Letters • Opinion / Editorials (Op-Eds) • Editorial Boards • One-on-one interviews

  22. Being interviewed • Not Natural • Can be learned • Preparation and sticking to key messages is the secret to success

  23. Handling Cold Calls • Never just start to talking to a reporter who has called you • Buy yourself time • Ask for their deadline and other information

  24. About Key Messages • Sound-bites are just that – bites. • Prepare 3-4 key messages and stick to them • Don’t just repeat your release • Rehearse

  25. About Interview length • Keep it short • Agree to interview length at the start • Too much detail can confuse a reporter about what’s important to the story

  26. Appearance • Don’t wear bold patterns/stripes for TV interviews • Hands always in front, never in pockets or clasped behind back • Do NOT nod while the interviewer is speaking • Sit on suit jackets to prevent hunched shoulders • Sit up straight, even for phone interviews – you’ll sound better

  27. One last thought… “Public sentiment is everything. With public sentiment nothing can fail; without it nothing can succeed. He who molds public sentiment goes deeper than he who enacts statutes or decisions.” Abraham Lincoln

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