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When Crisis and Twitter Converge

When Crisis and Twitter Converge How to Handle Challenging Reporters, Difficult Media Situations and the 24/7 Media Pace Hillary Foose Director, Communication & Marketing Valley Metro, Phoenix, AZ. Background. Unified East Valley bus service under single contractor

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When Crisis and Twitter Converge

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  1. When Crisis and Twitter Converge How to Handle Challenging Reporters, Difficult Media Situations and the 24/7 Media Pace Hillary Foose Director, Communication & Marketing Valley Metro, Phoenix, AZ

  2. Background • Unified East Valley bus service under single contractor • Significant milestone • First Transit & Union could not reach agreement • Bus strike on 40 routes • Aug. 1 – 4 • No reduced service

  3. Friend or Foe • Coverage provided by City of Tempe beat reporter • Naïve to transit, insensitive to dynamics • More senior, transportation reporter pulled to national stories

  4. 1. Twitter as News vs. Personal

  5. Twitter Dilemma & Our Response • Unsubstantiated tweets generate frenzy • Influx of media inquiries • Appearance of holding back • Continues to pit two sides against each other • VM served as authentic news source • Presented facts, when available • Objective party – advocating for resolution • Was humanistic

  6. 2. Missed Nuance Phoenix-area bus drivers still planning strike By The Republic | azcentral.com Sat Jun 29, 2013 1:39 AM […] Banta said officials on the procurement team, which he said he was not a part of, made the decision not to include the requirement to maintain minimum bus service.

  7. Fallout & Lessons Learned • Strained relationships • Made attempts to correct • Repeatedly used in story updates • Created questions about landmark decision • Never rush to an interview • Despite crisis, you set pace/parameters • More than one in an interview • Push back on reporters/editors

  8. Back in Business

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