pio interview training

Crisis Communication – Media ResponseCrisis Communication – Media Response

“Crisis Communication – Media Response”

Derek Deroche & Noelle RunyanDerek Deroche & Noelle RunyanNational Weather ServiceNational Weather Service

Kansas City/Pleasant Hill, MOKansas City/Pleasant Hill, MO

Presented with material from Presented with material from ““The Heart In Communicating” by Richard BrundageThe Heart In Communicating” by Richard Brundage

WELCOMEWELCOME

“Crisis Communication – Media Response”

LEAPFISHLEAPFISH

“Crisis Communication – Media Response”

THE FOUR INSTANT LESSONS OF TVTHE FOUR INSTANT LESSONS OF TV

“Crisis Communication – Media Response”

1. Almost none of the viewers will remember your name.

2. Almost all of the viewers will remember your organization.

3. Very few will remember a single point you make.

4. But all will decide promptly whether they like you or not.

NEWS STORY BREAKDOWNNEWS STORY BREAKDOWN

“Crisis Communication – Media Response”

1. “Stand Up” Open: Running Time: 00:10

2. Story Development: Running Time: 00:08

3. Intro to Interview: Running Time: 00:08

4. “Sound Bite”: Running Time: 00:12

5. Story Re-development: Running Time: 00:08

6. “Stand Up” Close: Running Time: 00:10

Total Running Time: 00:56

ALCOHOL TAXALCOHOL TAX

“Crisis Communication – Media Response”

TELEVISION HOURGLASS FORMATTELEVISION HOURGLASS FORMAT

“Crisis Communication – Media Response”

Open

Story Development

Intro to the Soundbite

Soundbite

Story Redevelopment

Close

NATIONAL WEATHER SERVICENATIONAL WEATHER SERVICE

“Crisis Communication – Media Response”

EXAMPLEEXAMPLE

“Crisis Communication – Media Response”

Homeowners in a subdivision are complaining about a Doppler radar being too close to their homes. They are worried about the radiation from it, and also the fact that some felt it was driving down the resale value of their homes.

BRIDGING CHARTBRIDGING CHART

“Crisis Communication – Media Response”

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Answer Question

4 sec.

Bridge

Reporters Name

Theme #1

4 sec

8 sec

Total Sound Bite Running Time: 12 sec.

2 themes

Theme #2

4 sec

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CREATING THEMESCREATING THEMES

“Crisis Communication – Media Response”

The only equation of the day (unusual for the NWS)

Themes = Objectives

The good things we want to get across to the viewer.

 Pretend you are talking to a 3rd grader that asked “The kids at school said you are hurting them with the radar. Are you??

CREATING THEMES - EXAMPLECREATING THEMES - EXAMPLE

“Crisis Communication – Media Response”

Homeowners in a subdivision are complaining about a Doppler radar being too close to their homes. They are worried about the radiation from it, and also the fact that some felt it was driving down the resale value of their homes.

Theme #1 (4 sec) We can see inside the cloud and can see the hook signature, that tells us a tornado is coming…

Theme #2 (4 sec) It gives us more warning time than we’ve ever had, and lets me do my mission to protect lives and property…

BRIDGING CHARTBRIDGING CHART

“Crisis Communication – Media Response”

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Answer Question

4 sec.

Bridge

Reporters Name

Theme #1

4 sec

8 sec

Total Sound Bite Running Time: 12 sec.

2 themes

Theme #2

4 sec

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COMMON BRIDGING PHRASESCOMMON BRIDGING PHRASES

“Crisis Communication – Media Response”

"As I said before Mary”...... "John, what's really important here"…. "But Mary, we don't want to overlook the fact that"….  "And John, remember"……  "Mary, I can't emphasize enough"…….  "That's certainly part of the issue Mary, but rounding it out is"……  "And John, I'd be remiss if I didn't emphasize that"…. 

PUTTING IT ALL TOGETHERPUTTING IT ALL TOGETHER

“Crisis Communication – Media Response”

Homeowners in a subdivision are complaining about a Doppler radar being too close to their homes. They are worried about the radiation from it, and also the fact that some felt it was driving down the resale value of their homes.

Theme #1 (4 sec) We can see inside the cloud and can see the hook signature, that tells us a tornado is coming…

Theme #2 (4 sec) It gives us more warning time than we’ve ever had, and lets me do my mission to protect lives and property…

TELEVISION HOURGLASS FORMATTELEVISION HOURGLASS FORMAT

“Crisis Communication – Media Response”

Open

Story Development

Intro to the Soundbite

Soundbite

Story Redevelopment

Close

THREE ESSENTIALS FOR MEDIA RESPONDINGTHREE ESSENTIALS FOR MEDIA RESPONDING

“Crisis Communication – Media Response”

WINTER STORMWINTER STORM

“Crisis Communication – Media Response”

INFORMATION GATHERING – THE 5 SENSESINFORMATION GATHERING – THE 5 SENSES

“Crisis Communication – Media Response”

……… 1.0% Taste

……… 1.5% Touch

……… 3.5% Smell

……… 7.0% Hearing

……… 87.0% Seeing

87% of your audience will determine your credibility by body language alone!

……… 87.0% Seeing

TONY DANZATONY DANZA

“Crisis Communication – Media Response”

SUCCESSFUL TIPSSUCCESSFUL TIPS

“Crisis Communication – Media Response”

The mic/camera is always on! If you can see it, it can record you.The mic/camera is always on! If you can see it, it can record you. Respond to media requests as quickly as possible, even if you don’t Respond to media requests as quickly as possible, even if you don’t have all of the information.have all of the information. It’s OK to say “I don’t know”. It’s NOT ok to say “No comment”.It’s OK to say “I don’t know”. It’s NOT ok to say “No comment”. Be prepared and honest.Be prepared and honest. Avoid technical jargon and acronyms.Avoid technical jargon and acronyms. Don’t smile when at a disaster or accident scene.Don’t smile when at a disaster or accident scene. Control the interview; make sure the background doesn’t put the Control the interview; make sure the background doesn’t put the agency in a bad light.agency in a bad light. Viewers will remember how you looked and behaved more than what Viewers will remember how you looked and behaved more than what you said.you said.

“Crisis Communication – Media Response”

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Thank You!Thank You!

“Crisis Communication – Media Response”

Derek Deroche & Noelle RunyanDerek Deroche & Noelle RunyanNational Weather ServiceNational Weather Service

Kansas City/Pleasant Hill, MOKansas City/Pleasant Hill, MO

Presented with material from Presented with material from ““The Heart In Communicating” by Richard BrundageThe Heart In Communicating” by Richard Brundage

Example InterviewExample Interview

“Crisis Communication – Media Response”

Derek Deroche & Noelle RunyanDerek Deroche & Noelle RunyanNational Weather ServiceNational Weather Service

Kansas City/Pleasant Hill, MOKansas City/Pleasant Hill, MO

Presented with material from Presented with material from ““The Heart In Communicating” by Richard BrundageThe Heart In Communicating” by Richard Brundage

GROUP ACTIVITYGROUP ACTIVITY

“Crisis Communication – Media Response”

A significant storm was predicted and heavy rain fell upstream from your area. Reports of significant rainfall were received an Flash Flood Warnings were issued. Within a short time, upstream gages showed water levels well above flood stage. Emergency managers were notified to evacuate the downstream areas. People were warned, but many did not heed the message since only lighter rain fell in their area and they didn’t see any water in the local streams. Shortly thereafter, the rushing water arrives and rescues are required to save lives. When all is done, three people die. One was an emergency responder trying to rescue a person in a car.

The local media has called and wants to interview you about the “surprise flooding”.