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MEDIA MANAGEMENT UNDER FIRE How to Control the Message AGRIP/CAJPA JOINT PROGRAM MARCH 15, 2001 Ricki C. Williams Today’s Agenda 1. Value of Communication 2. Developing & Communicating your Message 3. Stakeholder Outreach 4. Media Outreach 5. Lessons Learned Why is communication important? Builds trust Controls rumors Communicates the facts Opportunity to define the debate What do you say? Your key messages • Define the issue or the problem • Define how it is being addressed • Define the communication process Always tell the truth What don’t you say? Don’t assert facts that can be refuted by “higher” authorities Don’t guess, speculate, lie, stretch the truth or hypothesize Don’t use difficult-to-understand concepts and acronyms What happens when you say “no comment”? People assume you have something to hide, leading to distrust and hysteria How and to whom do you communicate? Identify the messenger(s) appropriate for the message • People often place more importance on the messenger than the message Communicate clearly Identify all internal and external audiences “stakeholders” Developing & Communicating Your Message Create Issue Response Team (IRT) • Determine procedures & protocols • Collaborate on key issues • Follow procedures and protocols • Develop outreach strategies Developing & Communicating Your Message Practice good communication within IRT • • • • Create roster of key member information Identify spokespersons and train them Meet or consult by phone regularly Produce written updates on situation for key audiences • Formalize “response protocols” to ensure consistent responses to issue-related concerns Stakeholder Outreach Inform and mobilize key allies Establish trust by employing credible source for communicating information Stakeholder Outreach Use variety of communication vehicles: • • • • • • • Bulletins or special alerts In-person meetings Community committee meetings Electronic mail Web sites Photographs and video tape of work in progress Guided site tour if conditions are safe Media Outreach Conduct media audit Develop customized list of key reporters and media outlets Develop “screening form” to field media inquiries Media Outreach Develop “media protocols” Conduct media training of key spokespersons Develop key messages Initiate and establish relationships with reporters Lessons Learned Don’t avoid communicating Be proactive Don’t make promises you can’t keep Support spokespersons Be responsive to concerned parties Lessons Learned What do stakeholders want to hear? • Their concerns are valid and being addressed • Steps are being taken to fix the problem • When the problem will be under control • Their health & welfare are valued QUESTIONS?