jp squared communication media relations: maximizing opportunities, minimizing risks
TRANSCRIPT
JP Squared communicationMedia Relations: Maximizing Opportunities, Minimizing Risks
Started JP Squared Communication in the fall/2008
Background: Local Matters, Central Ohio Triathlon Team, Limited Brands, General Motors, Airfoil PR
Experience: executive coaching, media training, strategy
JP SQUARED COMMUNICATION
About: Jennifer P. Brown
Have a strategy (handout)
Develop a one-page CAA overview
Don’t: panic, place blame, badmouth or guess
Be prepared
Identify your organization’s experts and community partners
Media relations isn’t about the media, it’s about the community
JP SQUARED COMMUNICATION
Media Relations General Strategy
When the reporter calls - offer more
Piggyback on recent news stories
Invite media to an informational roundtable
Invite media to participate in specific events
JP SQUARED COMMUNICATION
Media Relations: Maximizing Opportunities/Proactive
Situation: Several people died after taking Extra Strength Tylenol, which had been poisoned
Media/Public Response: Outrage, fear
Tylenol Response:
Distributed warnings to hospitals and distributors
Halted Tylenol production and advertising
Issued a nationwide recall of Tylenol products; an estimated 31 million bottles were in circulation, with a retail value of over US$100 million.
Advertised in the national media for individuals not to consume any products that contained Tylenol.
When it was determined that only capsules were tampered with, they offered to exchange all Tylenol capsules already purchased by the public with solid tablets.
Why effective?
Quick, socially responsible, accountable, proactive
JP SQUARED COMMUNICATION
Media Relations Done Right: The Tylenol Crisis of 1982
When the reporter calls don’t immediately comment - ask questions to understand all they need
Don’t be defensive (smile)
Hang up and take five, gather answers, then call back
Never speculate - only provide answers you know.
Have a message and stick to it.
We recognize that with the incoming stimulus funds there will be increased scrutiny. See example FAQ
JP SQUARED COMMUNICATION
Media Relations: Minimizing Risks/Reactive
Situation: Last fall, the U.S. automakers requested Federal Funds to ensure their survival - and they showed up via private jets with little pre-planning
Media/Public Response: Angry, disbelief
Automakers Response:
Frantic planning
Standard messaging - no new approach
Didn’t maximize their supporter network
Ineffective use of social media
Why ineffective?
Continuing to pump the same message that didn’t stick
Poor planning resulted in new behaviors being seen as inauthentic
JP SQUARED COMMUNICATION
Media Relations Done Wrong: The U.S. Automakers Request Fed Funds
Done right: Ford Motors Rouge Plant Explosion
Done right: Apple iPhone rollout
Done wrong: Swine/H1N1 Flu
Do you have other examples?
JP SQUARED COMMUNICATION
Media Relations: More Examples
I. Break into groups
II. Identify a timekeeper, a notetaker and a reporter
III.One person from each group come up and get a situation
IV.Have 10 minutes to answer the following, based on your situation
List the steps you would take to respond. (Max 5)
Write your one-three sentence key message
JP SQUARED COMMUNICATION
Group Exercise
exercise report out5 minutes: report out & response
Wrap-upJennifer P. Brown
Principal, JP Squared Communication(614) 947-0468
Twitter: @jenniferpbrownTwitter: @jp2comm