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Media and Risk Management Training

MEDIA AND RISK MANAGEMENT TRAINING

for Elections Officials

Presented By:

Media and Risk Management Training

SALTERMITCHELL PR

• Reputation Management

• Crisis Communications

• Brand Development

• GOTV Campaigns

Media and Risk Management Training

OUR CLIENTS

Media and Risk Management Training

WHY WE ARE HERE…

I. The New Media Landscape

II. Risk and Crisis Communication

Preparation

III. Building Your Media Toolbox

Media and Risk Management Training

NEWS…THEN AND NOW

Media and Risk Management Training

OLD MEDIA LANDSCAPE

Media and Risk Management Training

NEW MEDIA LANDSCAPE

Media and Risk Management Training

THE RISE OF CITIZEN JOURNALISTS

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Media and Risk Management Training

FAKE NEWS

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“ALTERNATIVE FACTS”

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THE NEW NORMAL

Media and Risk Management Training

PREPARING FOR RISKS IN A 24-HOUR NEWS AND SOCIAL MEDIA WORLD

Media and Risk Management Training

Perspective and Scale

Media and Risk Management Training

RISKS ARE PREDICTABLE.

ARE YOU PREPARED?

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Who is your Chief Information Security

Officer (CISO)?

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Have your “Crown Jewels”

been identified and protected?

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Do you have a comprehensive plan for

managing a cyber event that could lead

to a crisis?

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Are top government/elections

officials leaders informed about managing cyber risk

and actively engaged?

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Are you evaluating the plan through

exercises?

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Have you evaluated your exposure among third-party partners

and vendors?

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Is your team “Cyber Aware?”

Media and Risk Management Training

ARE YOU PREPARED FOR RISKS?

Does your plan provide detail on how

communications will be made in the event

of an attack?

Media and Risk Management Training

YOUR GREATEST RISK

A THREAT TO THE REPUTATION OR

INTEGRITY OF THE ELECTIONS PROCESS

Media and Risk Management Training

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that,

you’ll do things differently.” – Warren Buffett

Media and Risk Management Training

WHAT DOES A CRISIS LOOK LIKE?

Media and Risk Management Training

WHAT IS A CRISIS?

Any problem or disruption that triggers negative stakeholder reactions that could

impact the organization’s financial strength and the ability to do what it does.

- Institute for Crisis Management

Media and Risk Management Training

Media and Risk Management Training

Media and Risk Management Training

Media and Risk Management Training

Media and Risk Management Training

Media and Risk Management Training

PLANNING FOR A CRISIS RESPONSE

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

1. Affirm confidence in your office and your

elections process

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

2. De-escalate the crisis

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

3. Be proactive and prepare for the worst

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

4. Tell your story

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

5. Communicate your core values

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

6. Keep communications open

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

7. Demonstrate transparency,

willingness to learn and improve

Media and Risk Management Training

GOALS FOR A CRISIS RESPONSE

8. Learn. Create process/system

to avoid or handle future crises

Media and Risk Management Training

DEVELOPING A CRISIS RESPONSE PROCESS

Media and Risk Management Training

RESPONSE PROCESS Step 1: Build Your Crisis Team✔ Crisis team leader✔ High-level organization spokesperson✔ Monitors✔ Liaisons (Legislative /

Inter-governmental)✔ Business continuity manager✔ Media relations✔ Who else?

Media and Risk Management Training

RESPONSE PROCESS

Step 2: What Can You Disclose?✔ What are you obligated to share✔ Proactive or reactive?✔ Consider legal implications and public

opinion

Media and Risk Management Training

RESPONSE PROCESS

Step 3: Stakeholder Analysis✔ Assess and prioritize before a crisis✔ Who has the most influence on voters✔ Establish on-going relations NOW✔ Decide who needs to know first

Media and Risk Management Training

RESPONSE PROCESS

Step 4: Select a Spokesperson✔ Could be more than one person✔ Establish roles and responsibilities✔ Make sure media trained✔ Has authority and influence

Media and Risk Management Training

RESPONSE PROCESS Step 5: Develop Messages✔ Write holding statements ✔ Prepare web content✔ Decide what information you can

share✔ Notify key people✔ Communicate often✔ Show care, concern, and action

Media and Risk Management Training

RESPONSE PROCESS Step 6: Get Feedback

✔ Monitor news media coverage ✔ Conduct social listening✔ Gauge public sentiment✔ Track responses on your digital and

social channels✔ Ask stakeholders✔ Polling

Media and Risk Management Training

PREPARING FOR MEDIA

Media and Risk Management Training

Media and Risk Management Training

#1: KNOW THE MEDIA● Be familiar with outlets and reporters

covering your issue (local, state, national)● Note which reporters tend to be fair, and

who might have an agenda● Consider their audiences

○ Voters ○ Politicos○ Legal○ Elections Leaders

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Media and Risk Management Training

#2: ESTABLISH A MEDIA PROTOCOL ● Gatekeeper - Gather pertinent info

from reporters when they call

● Alerts manager

● Gather/confirm info/key messages

● Identify spokesperson and coordinate responses

● Monitor news stories and reactions

Media and Risk Management Training

#3: DEVELOP HOLDING STATEMENTS● Write the Press Release Now ● 1-3 key points

○ Use approved messages○ Use examples and stats to help messages

stand out ● Bottom-line quote

○ Know ahead of time how you want to be quoted

● Prepare for questions you don’t want to be asked (murder sessions)

Media and Risk Management Training

#4: AS THE SPOKESPERSON● Get the angle, get your facts, and

get ready● Anticipate tough questions● Review key messages, identify

those most relevant to the story● Direct reporters to third party

supporters who can personalize, add credibility to your message

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Media and Risk Management Training

#5 PRE-INTERVIEW THE REPORTER ● Key Questions

○ Who are you?○ Why are you writing about this?○ What’s your angle?○ When will the story run?○ Who else are you talking to?○ Can you email me the questions?○ What’s the interview format? ○ What’s your deadline

●●

Media and Risk Management Training

#6: DEVELOP YOUR MESSAGE● 1-3 key points

○ Use approved messages○ Use stats to help

messages stand out ● Clarify through simplicity

○ Make it personal or give an example

● Prepare for Qs you don’t want to be asked

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Media and Risk Management Training

#7: USE THE 3 C’s

Concise, Conversational & Catchy

● Make it easy for a reporter to quote you

● Speak in brief message points● Stay on message –

don’t ramble!● Avoid techno-talk,

industry slang

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Media and Risk Management Training

#8: WATCH FOR TRAPS

● Off the record/“Background” – Everything is on the record!

● Assume always recording○ Assume cell phones = cameras

& video● Don’t repeat negative language

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Media and Risk Management Training

#9: “NO COMMENT” IS A FAILED STRATEGY

● Guilty and secretive● If you can’t answer, explain why and

transition to your message● Be ready for unsavory questions● NEVER say “No Comment”

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Media and Risk Management Training

#10 BUILD BRIDGES TO TAKE CHARGE● Actually…● That’s not my area of expertise, but I what I can tell you

is… ● I think it would be more accurate (or correct) to say…● While X is certainly important, it’s also important to

remember that…● What matters most in this situation is…● I can understand that point of view, but…● You know the question you should ask me is…● Before we leave this subject, I need to add…● Our real focus is…● The real issue is…

Media and Risk Management Training

#11: HONESTY IS THE ONLY POLICY

● Lying will haunt you● Don’t guess or speculate● “I don’t know”/“I’m not sure” – then

transition to messages● Correct any mistakes● Follow up if needed

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Media and Risk Management Training

#12: CONTROL THE SETTING● Positive situation

○ At a relevant location○ In-studio

● Negative situation ○ Crowds

● “Sanitize” the area○ Look around, make sure there

isn’t anything bad behind you○ Don’t be forced into undesirable

locations

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Media and Risk Management Training

#13: APPEARANCE IS IMPORTANT TOO

● Smile, be confident, stand up● Clothing, jewelry ● Posture and gestures● Makeup and grooming● Relax and concentrate on message

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Media and Risk Management Training

PREPARE TODAY

Media and Risk Management Training

DO RIGHT NOW● Identify a Risk ● Who Needs to Know?● Establish key relationships, baseline

knowledge and communications protocols with:○ _________________________○ _________________________○ _________________________

Media and Risk Management Training

FINAL THOUGHTS

● Harvard Kennedy School’s Belfer

Center Communications Tools

● Table Top Scenario-Based Planning

● Establish relationships NOW

● Prepare tools NOW

● Get professional help

Media and Risk Management Training

THOUGHTS? NEEDS? IDEAS? WE’RE LISTENING.PRESIDENT AND PARTNER | Heidi Otway I 850.681.3200 | heidi@saltermitchellpr.com

ORLANDO I TALLAHASSEE | WASHINGTON D.C. | SalterMitchellPR.com

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