Don’t think the reporter is the only one who can ask the questions. There is a natural tension between a reporter and the organisation he or she reports on. %PDF-1.3
A little bit of “the customer’s always right” thinking will go a long way. ��7�ʚ]ƶ�����x����ɇ�}��ه�)�F��0���s�v�VB:_m\��n^�D;�}k.S�3�q!���EL*�,���g�/� ��@� endstream Having a plan in place that lays out what each stakeholder should do in a crisis will empower your team to handle anything and put you ten steps ahead. We have all seen the extremes: the clip or quote that draws admiration and is shared around the web, and the one that requires emergency PR tactics to reduce the damage. Necessary cookies are absolutely essential for the website to function properly. These cookies do not store any personal information. Without conflict, I no longer had a story. Then move on. Don’t lose your temper or say anything too controversial, even though the reporter might try to lead you down that path. -, Righting the PR ship means getting everyone in the company on the same page before, during and after a crisis. endobj Handling this pressure and dealing with the fallout to make sure the company has a future at the end of this issue falls on the PR team primarily. Avoid joking…it is too easy for it to backfire later, especially when what you say may be repeated out of context. Don’t try and cover anything up. Public relations people are shaping the news, with a 2010 Crikey survey finding 55% of news… If it's fake, come out with real facts and handle the party responsible for it and ask for a public apology from the press. Whether it’s through a website, twitter, or another form of social media customers want to know that you’re promptly addressing any problems that may arise. Not all of them are knowledgeable about your business and it is in your interest to help educate reporters. ( Log Out / Don't Say Anything You Don't Want Published. Being prepared for any crisis is the best first step you can take. This gives everyone in an organization a "song sheet" so everyone can sing together in harmony. Then: Answer what you can, but don't feel the need to respond to everything right away. Actually, I still wrote a story--but only to say how good Laurel was at her job. When answering tough questions it’s usually best to keep answers simple and to the point.
stream Change ), You are commenting using your Google account. Staying too long at the party benefits no one, and while some like to revisit horror stories, our news cycle likes to move along at a rapid pace. - Jon James, Ignited Results, Forbes Agency Council is an invitation-only, fee-based organization for executives in successful public relations, media strategy, creative and advertising agencies. Reporters need credible, reliable and responsive sources. All the proof points support the key message. << All the proof points support the key message. It is important to remember that social media is a valuable tool for communicating with customers, and that it can actually be the best way to ensure your company survives any crisis that may arise. The reporter does not need your permission to write or print anything you say, so don't share anything you wouldn't want to see on the web. Finally, no matter what type of business or profession you’re involved in it’s a good idea to prepare ahead in case you’re ever approached by the press. What she understood was that my column showcased a conflict between company and customer. When you are denied the right of reply, you can always refer your case to organisations such as the Voluntary Media Commission of Zimbabwe which will arbitrate your complaint.
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%���� If a reporter calls you, you could retreat to a ‘no comment’ position. A fact sheet is another basic building block in public relations, where you often have to simplify complicated issues, educate the press and public about a controversy or correct the record. However, reputable news organisations should be willing to correct errors brought to their attention. (See below. The media is both an essential tactic and a tool in delivering their mandate. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. This website uses cookies to improve your experience while you navigate through the website. Especially in the age of the internet. Qualifications are at Certificate, Advanced Certificate and Diploma levels. Handling the Media Handling the media by Karen Hurt (For feedback, please contact: toolkits@civicus.org ) Page 1 of 35 Overview We offer this toolkit on handling the media because many organisations are asked to respond to requests for interviews, need to send out press statements, or handle some crisis the media picks upon.
We can’t ignore the fact that the poor working conditions of journalists has led to cases of unethical and downright unprofessional behaviour. These are reporters who “never let the facts get in the way of the story” through selectively including or excluding information or failing to check the facts. You might never earn it from everyone, but the click of a mouse can give you a head start.
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