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NFPA Technical Staff NFPA Technical Staff Training Training Module 14 – Media Contact Training Module 14 – Media Contact Training

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Page 1: NFPA Technical Staff Training Module 14

NFPA Technical Staff TrainingNFPA Technical Staff TrainingModule 14 – Media Contact TrainingModule 14 – Media Contact Training

Page 2: NFPA Technical Staff Training Module 14

Opening Opening Activity/DiscussionActivity/Discussion

Page 3: NFPA Technical Staff Training Module 14

Module #1 Objectives:Module #1 Objectives:

Upon completion of this Upon completion of this module, you will be able to: module, you will be able to: Understand NFPA’s Understand NFPA’s

approach/procedure for media approach/procedure for media relationsrelations

Use the Office of Public Affairs as Use the Office of Public Affairs as a resourcea resource

Effectively handle media inquiries Effectively handle media inquiries for your areafor your area

Have an understanding of newer Have an understanding of newer social media outletssocial media outlets

Page 4: NFPA Technical Staff Training Module 14

NFPA and the MediaNFPA and the Media

Goals for Media RelationsGoals for Media Relations Position/reinforce NFPA as the Position/reinforce NFPA as the

authority on fire, life, electrical authority on fire, life, electrical safety and related issuessafety and related issues

Be a source for informationBe a source for information Promote NFPA as an advocacy Promote NFPA as an advocacy

leaderleader Incorporate new technologies Incorporate new technologies

into communication activitiesinto communication activities

Page 5: NFPA Technical Staff Training Module 14

Handling InquiriesHandling InquiriesProceduresProcedures

Calls coming directly to youCalls coming directly to you Calls coming to Public AffairsCalls coming to Public Affairs

Page 6: NFPA Technical Staff Training Module 14

Handling Media InquiriesHandling Media Inquiries“Realities”“Realities” It goes with the territoryIt goes with the territory News happens around the News happens around the

clock.clock. Reporters don’t always know Reporters don’t always know

you, NFPA, or your issue.you, NFPA, or your issue. Reporters are always on Reporters are always on

deadline or tell you they are.deadline or tell you they are. Reporters don’t always get it Reporters don’t always get it

right.right.

Page 7: NFPA Technical Staff Training Module 14

The MediaThe Media

NewspaperNewspaper Longer more detailed interviewsLonger more detailed interviews ScheduledScheduled Varying degrees of knowledge of Varying degrees of knowledge of

NFPA and issuesNFPA and issues Trade PublicationsTrade Publications

Very detailedVery detailed Deeper understanding of industryDeeper understanding of industry

Page 8: NFPA Technical Staff Training Module 14

TVTV Requires short answers 8-10 Requires short answers 8-10

secondsseconds Get to the key message fastGet to the key message fast Need to think about style and Need to think about style and

appearanceappearance RadioRadio

Emphasis on voice (how you Emphasis on voice (how you sound)sound)

Use notes but be conversationalUse notes but be conversational

Page 9: NFPA Technical Staff Training Module 14

Handling Media InquiresHandling Media Inquires“You’re on”“You’re on”

Every call is either an Every call is either an opportunity or a challengeopportunity or a challenge

Think before your respondThink before your respond Know what the reporter is Know what the reporter is

calling aboutcalling about Once you know what they are Once you know what they are

calling about, anticipate the calling about, anticipate the next questions and have next questions and have answers for themanswers for them

Be truthfulBe truthful

Page 10: NFPA Technical Staff Training Module 14

Press RulesPress Rules

Off the recordOff the record - not to be released - not to be released in any form– don’t go there.in any form– don’t go there.

On the recordOn the record - If you say it it’s in - If you say it it’s in

Page 11: NFPA Technical Staff Training Module 14

MessagingMessaging

Develop the two to three key Develop the two to three key messages you want to get messages you want to get acrossacross

Gold, Silver, Bronze – 1, 2, 3Gold, Silver, Bronze – 1, 2, 3 Think about different ways of Think about different ways of

saying themsaying them Concise, simple, straightforwardConcise, simple, straightforward Positive words, memorable Positive words, memorable

phrasesphrases

Page 12: NFPA Technical Staff Training Module 14

Supporting Key Supporting Key MessagesMessages One or two supporting points One or two supporting points

for each messagefor each message Facts/figuresFacts/figures analogiesanalogies

Page 13: NFPA Technical Staff Training Module 14

The InterviewsThe Interviews

The key is preparationThe key is preparation Set the ground rules ahead of Set the ground rules ahead of

time - time, what you can talk time - time, what you can talk about what you can’t.about what you can’t.

Develop your messageDevelop your message identify the two or three main identify the two or three main

points and supporting infopoints and supporting info Keep it simpleKeep it simple Don’t say no commentDon’t say no comment

Page 14: NFPA Technical Staff Training Module 14

Be calm, politeBe calm, polite Don’t repeat the negativeDon’t repeat the negative If you don’t know an answer If you don’t know an answer

say you don’t and you’ll be say you don’t and you’ll be happy to find outhappy to find out

Avoid technical jargonAvoid technical jargon Stick to factsStick to facts Don’t feel compelled to fill dead Don’t feel compelled to fill dead

air time.air time.

Page 15: NFPA Technical Staff Training Module 14

Staying on MessageStaying on Message

Acknowledge the question and Acknowledge the question and bridge to your messagebridge to your message That is an interesting question, That is an interesting question,

however the key issue is…however the key issue is… I can’t speak to that but ….I can’t speak to that but ….

Give the reporter the lead or Give the reporter the lead or headlineheadline The most important point is …The most important point is … It comes down to three things …It comes down to three things …

Page 16: NFPA Technical Staff Training Module 14
Page 17: NFPA Technical Staff Training Module 14

Practice InterviewsPractice Interviews

3-5 typical questions on your 3-5 typical questions on your code/area of expertisecode/area of expertise

2-3 questions you hope no one 2-3 questions you hope no one will ever ask youwill ever ask you

Page 18: NFPA Technical Staff Training Module 14

Other IssuesOther Issues

Promoting your projectsPromoting your projects Early warningsEarly warnings

Page 19: NFPA Technical Staff Training Module 14

Social mediaSocial media

Changing the communication Changing the communication landscapelandscape

Needs to be planned and Needs to be planned and thoughtfulthoughtful

Clear and measurable Clear and measurable objectives (generate leads, objectives (generate leads, legislate change, legislate change, increase knowledge, influence increase knowledge, influence behavior modification, etc.)behavior modification, etc.)

Social media strategySocial media strategy

Page 20: NFPA Technical Staff Training Module 14

How do we communicate?How do we communicate?

NewslettersNewslettersMedia outreachMedia outreachCatalogsCatalogsPublicationsPublicationsE-mailE-mailCustomer call Customer call centercenterFace-to-faceFace-to-faceTech. Tech. interpretationsinterpretationsWeb siteWeb site

Web 2.0 = Social Web 2.0 = Social MediaMedia

Using electronic and Using electronic and Internet tools to share Internet tools to share and discuss information and discuss information and experiences with and experiences with others to create value for others to create value for the userthe userBlogsBlogsPodcastsPodcastsVideo/AudioVideo/AudioWikisWikisPhoto-sharingPhoto-sharingSocial networkingSocial networking

Page 21: NFPA Technical Staff Training Module 14

Social MediaSocial Media

Page 22: NFPA Technical Staff Training Module 14

Social MediaSocial Media

Survey: Americans expect social media (September ‘08)

• 93% of online Americans say companies should have a social media presence

• 85% believe companies should be interacting with consumers through social media

Page 23: NFPA Technical Staff Training Module 14

BlogsBlogs

Blog = “Web log”Blog = “Web log”A simple Web-publishing tool that allows writer/writers to A simple Web-publishing tool that allows writer/writers to

post information (text, images, graphics, audio, video, post information (text, images, graphics, audio, video, links) as entries. links) as entries.

i.e. The Huffington Post, Lifehacker, i.e. The Huffington Post, Lifehacker, Over the Monster, Google BlogOver the Monster, Google Blog

Less formal writingLess formal writing Can feature multiple voicesCan feature multiple voices Content is short, doesn’t need to be as “developed” and Content is short, doesn’t need to be as “developed” and

shorter.shorter. Interactive and community building.Interactive and community building. Point Point other “related” content (and these sites could point back to other “related” content (and these sites could point back to

you).you). Becomes a home for things that don’t have a home on Becomes a home for things that don’t have a home on

your siteyour site

Page 24: NFPA Technical Staff Training Module 14

BlogsBlogs

Page 25: NFPA Technical Staff Training Module 14

TwitterTwitter

Micro-blog – 140 Micro-blog – 140 characterscharacters

NFPA has @ 480 NFPA has @ 480 followersfollowers

Page 26: NFPA Technical Staff Training Module 14

RSSRSS

RSS = “Really Simple RSS = “Really Simple Syndication”Syndication”

A format for delivering regularly A format for delivering regularly changing Web content for changing Web content for people who sign-up to receive people who sign-up to receive it.it.

Page 27: NFPA Technical Staff Training Module 14

RSSRSS

Page 28: NFPA Technical Staff Training Module 14

RSSRSS

The “old” way of surfing the Web

Page 29: NFPA Technical Staff Training Module 14

RSSRSS

The “RSS” way of surfing the Web

Page 30: NFPA Technical Staff Training Module 14

AudioAudio

What is an audio clip?

• A digital file (.wav, .ogg, .aud, .mp3 …)

• Accessed via link(s)

• Downloadable or streamed

• Media Player (Quicktime, iTunes, Windows

Media Player, etc … )

• Length of time

Page 31: NFPA Technical Staff Training Module 14

AudioAudio

Why audio clips?

• Institutional knowledge at your

organization

• A new way of providing content

• Compliments other online content

• We like hearing what the experts have to

say

• A first step towards producing video

Page 32: NFPA Technical Staff Training Module 14

AudioAudio

Examples:

Page 33: NFPA Technical Staff Training Module 14

PodcastsPodcasts

What is a podcast?

• Digital media files – audio or video

• Distributed online

• Played on a PC or portable media player

(iPod)

• Syndication

• Tends to be longer form, but not necessary

Page 34: NFPA Technical Staff Training Module 14

VideoVideo

““A picture tells 1,000 words. A picture tells 1,000 words. A A moving picturemoving picture tells 10,000.”tells 10,000.”

Page 35: NFPA Technical Staff Training Module 14

VideoVideo

Video clips on our Web site or blogs help us tell a story or make a point.

From NFPA’s 2008 conference blog

Page 36: NFPA Technical Staff Training Module 14

VideoVideo

Our most-watched videos on YouTube. Posted: Nov. 2007Views: 77,727

Posted: June 2007Views: 36,000

Page 37: NFPA Technical Staff Training Module 14

Social MediaSocial Media

“The media world has changed more in the last five years than it has in the last 50, and it will continue to change at that rate again in the next five years.”

- Wenda Harris MillardMartha Stewart Living Omnimedia

Page 38: NFPA Technical Staff Training Module 14

NFPA and Social MediaNFPA and Social Media

ProsPros Increases trafficIncreases traffic Free, or almost freeFree, or almost free Not labor intensiveNot labor intensive Enhances brandEnhances brand Direct communication Direct communication ↑ ↑ Search engine Search engine

visibilityvisibility Speaks to the next Speaks to the next

generation of membersgeneration of members Allows us to be part of Allows us to be part of

the ‘conversation‘the ‘conversation‘

ConsCons

Ever changing environmentEver changing environment Potential to be Potential to be

overwhelmed overwhelmed Lose control of the messageLose control of the message Not our demographic…yetNot our demographic…yet Measurement of ROI is Measurement of ROI is

difficultdifficult Too many conversationsToo many conversations

Page 39: NFPA Technical Staff Training Module 14

NFPA Next StepsNFPA Next Steps

Maintain current participation in Maintain current participation in currently used forms of social media currently used forms of social media

Increase participation in Increase participation in Twitter/LinkedIn/BlogsTwitter/LinkedIn/Blogs

Create an ongoing task groupCreate an ongoing task group Establish guidelines for employee Establish guidelines for employee

participation in social media participation in social media

Page 40: NFPA Technical Staff Training Module 14

QuestionsQuestions