PR: HANDLING THE MEDIA DURING A CRISIS

THE RACE FOR ATTENTION

UNDERSTANDING THE MEDIA MACHINE

RATINGS VS

WHAT IS NEWSWORTHY

THE EVOLUTION OF THE MEDIA: COMPETING FOR RELEVANCY

MEDIA OUTLETS ARE BUSINESSES

PAID FOR BY ADVERTISING

INCREASED VIEWERSHIPEQUATES TO MORE REVENUE

SEASON 33•SEX•CONFLICT•HUMOR

IT’S ALL ABOUT VIEWERSHIP

CLICKSSKYDIVING STORIES

GENERATE

THE KEY TO SUCCESSFULLY NAVIGATING WITH THE MEDIA IS STAYING AHEAD OF THE MEDIA.

THE MEDIA IS PREDICTABLE

THE MEDIA IS PREDICTABLE

MEDIA POINTS OF CONTACT

▸Within 30 minutes of the authorities being called, the media has been tipped off.

THE MEDIA IS PREDICTABLE

▸Media will begin calling the DZ.

▸Media will begin showing up at the DZ

▸Media will want to conduct interviews with Owner, Staff & Fun Jumpers & get B-roll video.

MEDIA POINTS OF CONTACTTHE MEDIA IS PREDICTABLE

▸Media will be in contact with the coroner trying to confirm a name.

▸Media will contact DZ for confirmation of name.

▸Media will visit victim’s Facebook page & other social to pull a photo.

MEDIA POINTS OF CONTACTTHE MEDIA IS PREDICTABLE

▸Media will contact victim’s family or home DZ.

YOUR JOB:

BE PREPARED AT EVERY MEDIA TOUCH POINT

X TIPS TO MANAGING THE MEDIA

1. DON’T IGNORE THE MEDIA

They will write the story with or without your input.

2. DESIGNATE (ONE) POINT OF CONTACT WITH THE MEDIA.

3. COACH YOUR STAFF ANSWERING PHONES .

When the media calls, get their information & give a time they can

expect a press release from you. This is better than a “no comment” statement.

4. CREATE A PRESS RELEASE

Avoid all technical jargon / skydiving lexicon.

5. DON’T COMMENT(THAT’S WHAT YOUR PRESS RELEASE IS FOR)

6. RECOGNIZE THE SOURCES FOR A STORY?

FAMILY OF VICTIM LOCAL

AUTHORITIES

DZSKYDIVERS

7. MEET WITH THE COMMUNITY

8. DON’T GO ON CAMERA

PROVIDE YOUR PRESS RELEASE

9. DON’T RELEASE THE VICTIM’S NAME(even when the media knows it and wants confirmation)

10. NEVER LIE…

EVER

11. CONTACT THE FAA

12. PUT GEAR & VIDEO UNDER LOCK AND KEY

13. COOPERATE WITH AUTHORITIES(Have a rigger available)

14. INVEST IN A PROFESSIONAL SIGN