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Sheridan College Emergency Information Mgmt 4

Session 4 - Media Management part 1
by

Alain Normand

on 10 March 2014

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Transcript of Sheridan College Emergency Information Mgmt 4

Instructor: Alain Normand
PSRV 50016 Emergency Information Management
Session 4 - Media Management part 1
Recap
5 components of communication
Sender
Receiver(s)
Transmission
Coding
Decoding
Preparing your text

1 - Know the audience
Preparing your text

2 - Determining your objective

Why are you communicating
in the first place? Strategy
Preparing your text

3 - Planning your key messages

One key message and
two secondary messages at most
Preparing your text

4 - Aiming for public confidence

Coding!!!
Ethics
Strategy
Policy
BREAK
Difference between:
Crisis mgmt/ Emergency mgmt
Crisis Com./ Emergency com.
1 - Life, health, safety
2 - Asset Protection
3 - Environment Protection
4 - Economic Stability
1 - Reputation Protection
2 - Public Confidence
Circle of public confidence
Key messages
One key message
Related to your objective
One or two secondary messages
Taking the audience needs in consideration
QUESTIONS?
THANK YOU
RBC case study (p33):
Royal Bank of Canada
May 31, 2004
Routine computer upgrade
2.5 million customers
no access to accounts
ATM, service counters, online banking
Day 1 "Soon to be corrected"
Minimal impact
Communicate to employees
Update website
Q&A for call centre, online banking
One media call received
Resolved June 8, Day 9:
Bank's message "Your money is safe"
Secondary message "You won't be charged"
Additional message "We will help you access cash"
Transmission of message

Direct:
conversation/discussion,
letter,
e-mail,
public announcement,
town hall/public meeting,
newsletter,
dedicated web site,
marketing tool
Indirect:
media,
journals,
magazines,
word of mouth,
blogs,
youtube,
social media
Reliability of transmission
High Low
Letters
E-mails
Public Announcements
Newsletters
Dedicated web site
Marketing tools
Town Hall
Public Meetings
Scientific journals
Local media
National media
International media
Local interest newsletters
"Paparazzi"
National enquirer
Word of mouth
Social media
Blogs
Private web sites
Magazines
Assignment information:

Write a press release using one of the case studies provided

Marks on format, content, and style

Evaluation of spelling, grammar, and punctuation

Also accuracy and relevance of information provided

Elements of public confidence should be transmitted

Key message should be evident

Timing of release is left up to you but should be at a time when enough data is available
Media Goals:
making money, profit;
increasing viewers, listeners, readers;
providing a service needed by consumers
But:
attractive,
new,
interesting,
pertinent,
catching attention
(controversy, conflict),
visual
Priorities:
timeliness,
accuracy,
openness,
truth,
completeness
Media is a transmission mode
Medium to transmit
Speak to the public not the media
Speak to the public through the media
Secondary:
informing,
awards,
first and best,
original
Chile Mine rescue case study
Analysis
See article "false news"
Information or
entertainment:
We like to be scared
We prefer drama, not statistic
Who wants to read good news?
Competition drives the market
What is news?
Proximity
Consequences
Prominence
Novelty
Conflict
Human Interest
Sex
WRITING SKILLS
Most important
Least important
FORMAT
PRESS RELEASE
My company, Toronto, Ontario
For immediate release
(Date, time, sequential number)
HEADLINE (attention grabber)
First paragraph (spike the interest)
Content: facts, quotes, technical info
Further information
#30 or ###
Contact:
1 - Communications person
2 - Subject matter expert
Company background
-Use simple language
-Write as you would speak
-One thought per sentence
-Write in the present tense. Ie. “The disease continues to spread, although prevention measures had been initiated= We initiated prevention measures but the disease continues to spread”
-Use active rather than passive voice
-Don't use acronyms unless you have already spelled them out earlier
-Use clear terminology, avoid vague language
-Don’t begin a sentence with “and” or “but.”
-Avoid successive sentences that start with the same word.
-Say what you need to say with the least amount of words possible. Edit by eliminating extra and redundant words.
Critically injured instead of not expected to live.
Left the building rather than exited the building.
Destroyed instead of completely destroyed.
Escape instead of miraculous escape.
History rather than past history.
Frequently instead of always.
Died instead of passed away.
Said instead of stated.
First contact with media
-1.5" between lines and justified left.
-No need to indent paragraphs.
-Use the last name only after reference to a full name. When referencing name for a second time, don’t preface last name with a salutation like Mr. or Mrs. or chief.
-Limit the release to one page if possible.
-Stick to the facts, limit the use of adjectives scene as tragic, devastating, etc.
-Add quotes and attribute empathy statement to the agency spokesperson, if appropriate.
-Follow the key message/public confidence matrix to ensure everything essential is included
-Tell the public what happened, what is the impact, and what you are doing about it. If applicable, tell them what they should do.
Next week:
Media management part 2
Interviews
A creative writing class at Slippery Rock University was asked to write a concise essay containing the following elements:

Religion
Royalty
Sex
Mystery
The prize winner wrote:
"My God," said the queen, "I am pregnant! I wonder who did it?"
POOR HEADLINES (Although funny)
The obvious:
Something Went Wrong in Jet Crash, Experts Say
War Dims Hope for Peace
If Strike Isn't Settled Quickly, It May Last a While
Couple Slain; Police Suspect Homicide
Plane Too Close to Ground, Crash Probe Told
Missing part:
Typhoon Rips Through Cemetery; Hundreds Dead
Panda Mating Fails; Veterinarian Takes Over
Man Struck by Lightning Faces Battery Charge
Poor structure:
Miners refuse to Work After Death
Two Sisters Reunited after 18 Years in Checkout Counter
Drunks Get Nine Months in Violin Case
Wrong wording:
Local High School Dropouts Cut in Half
Kids Make Nutritious Snacks
New Study of Obesity Looks for Larger Test Group
Juvenile Court to Try Shooting Defendant
Iraqui Head Seeks Arms
Police Begin Campaign to Run Down Jaywalkers
Teacher Strikes Idle Kids
Full transcript