handling the media in contentious situations · • the oldest, largest media institution: the new...
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LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Handling The Media in Contentious Situations ©
Millicent Danker Founder & CEO
March 18, 2008
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
The BriefYou & The MediaDealing with Media DemandsTools & Techniques to avoid pitfalls & improve company reputation
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
You & The Media
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Brief History
• The oldest, largest media institution: The New Straits Times Group; its flagship paper, The New Straits Times, was first established in July 15, 1845 and is believed to be among the oldest newspaper titles in the world
• The broadsheet New Straits Times was the leading national newspaper in English until 1997 when its daily circulation was overtaken by The Star, a tabloid first established in 1971
• Readership of the English dailies has declined in favour of the vernaculars; Harian Metro is the fastest-growing paper in the country with a circulation of nearly 250,000
• The Utusan Malaysia (210,000) was published in 1938 as the first vernacular newspaper
• Berita Harian, born in 1957, enjoys a circulation of the same• The mainstream Chinese newspapers, six in all, claim a combined daily circulation
of more than 1 million• Malaysia’s own national news agency, Bernama, began operations in 1968• Television made its debut in Malaysia in the early 60s
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Key Media Issues
• Government-influenced; organized, like government, along party lines• Highly supportive of the national agenda• Sometimes used to discredit individuals and institutions• Skills shortages, poor language competency• Print media much more developed in content, electronic media less so• TV widely used for propaganda; radio entertains
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Mainstream Press
– 4 English Morning Dailies (The Star, The New Straits Times, The Sun, Malay Mail)
– 4 Bahasa Morning Dailies(Harian Metro, Berita Harian, Utusan Malaysia, Kosmo!)
– 6 Chinese Morning Dailies(Sin Chew Daily, China Press, Guang Ming, Kwong Wah Yit Poh, Nanyang Siang Pau, Oriental Daily)
– 2 Tamil Dailies(Tamil Nesan, Malaysia Nanban)
– Sunday Editions of the above– A Weekly Financial Newspaper (The Edge)
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Electronic Media
• Radio:– RTM (32 stations)– AMP/ASTRO (8 terrestrial radio channels and 10 music channels)– THR (1 station)– Radio Rediffusion (2 stations)– Synchrosound (1 station)
• Television:– RTM (1,2) – Wholly government-owned– TV3 (Media Prima Group)– 8TV (Media Prima Group)– Ntv7 (NatSeven TV Sdn Bhd)– ASTRO– MiTV – Berjaya Group Berhad
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Alternative Media• www.malaysiakini.com• www.jeffooi.com• www.harakahdaily.net• “Utusan Konsumer”• “Aliran”• www.blog.limkitsiang.com• www.rocky’sbru.com• www.malikintiaz.blogspot.com• www.brandmalaysia.com• www.mykmu.net
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Foreign Press
Foreign Media Representatives
• Financial Times (S’pore)• CNN (S’pore)• Newsweek (S’pore)• AWSJ• Straits Times Singapore• Business Times Singapore• JiJi Press Ltd• Asia Inc. (S’pore)• CNBC Asia (S’pore)• Al-Jazeera
Wire Services & News Agencies
• Bernama Economic Service• Reuters• AFP• AP• UPI• Bloomberg Business News• Dow Jones News Wires• AFX-Asia• Kyodo News Service• Nikkei (Nihon Keizai Shimbun)
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
East Malaysian Press
• Key Sarawak Papers: – Berita Petang Sarawak (C) – Chinese Daily News (C)– International Times (C)– Miri Daily News (C)– See Hua Daily News (C)– Utusan Sarawak (BM) – The Borneo Post (E) – Malaysian Today (E)– Eastern Times (E)
• Key Sabah Papers: – Borneo Post (E)– Borneo Mail (E)– Borneo Bulletin (E)– Daily Express (E)– New Sabah Times (E)– Asia Times (C) – Morning Post (C)– Merdeka Daily News (C)– Overseas Chinese Daily News (C)– See Hua Daily News (C)
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
An important channel of communication
Command large audiences/readers/listeners/viewers
Control public opinion
Wield influence and power
Can build or destroy reputation
The Media: Why they matter
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Know Your Media
• Ownership• Editorial Policy• Key Players• Influence• Frequency of Publication• Copy Deadlines
• News Interest• Readership Profile• Circulation • Geographical Strengths
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
A day in the life of a newsroom
News Editor assigns reporter to event
Reporter returns to write his story
Story is edited by Sub-Editor
Sub-Editors lay out news pages
Evening conference decides how to play
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
‘It is essential that companies should present their past record and their future opportunities positively to the outside world. Since a number of people will be involved in representing the company, chairmen have to make certain that they are all playing to the same rules and presenting the same picture of the enterprise’
-- From ‘Corporate Governance & Chairmanship, A Personal View’, 2002
Sir Adrian Cadbury, Father of Corporate Governance says…
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
A clear opportunity to present a message enhance company reputation or image provide publicity for products and services influence public opinion or educate correct misunderstanding motivate staff promote understanding
When to give an interview?
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
X time pressuresX issue-related environmentX potential negativesX wrong spokespersonX incomplete factsX ‘unfriendly’ or ‘naïve’ pressX wrong timing
When not to give an interview?
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Know your media
Consider the audience
Know your story
Determine key messages
Anticipate questions/develop Q&A
How do you prepare?
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Dealing with media demands
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Key Communication Values
Accuracy & Simplicity
Two-way communication
Accountability
Openness & Transparency
Timeliness
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
In a crisis, the media want answers to these questions:
• What happened?• How did it happen?• What are you doing about it?
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
Your task is to provide these answers:
• This is what happened• This is what we are doing about it• This is how we feel about what has happened
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
Reasons for poor communications:
• Lack of information• Don’t know what to say, or how to say it• Fear of making the situation worse• Fear of the media• Trying to protect reputation• Fear of revealing proprietary information
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
Media Behaviour
• Feeding frenzy• Intense competition among journalists• Needing something extra via scoops or exclusives• Higher emotional content, with natural sympathy for the underdog
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
If you do not provide information others will…• Eyewitnesses• Analysts, observers• Local, State or National Level Politicians• Armchair Experts• Pressure Groups• Local Community Leaders• Partner/Internal ‘sources’
These sources will shape and decide the story for your organisation, resulting in:• Stakeholder perception issues• Risks to corporate reputation• Conflicting and contradictory views
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
When communicating, do…
• Tell the truth• Release only confirmed facts• Show concern when death/injuries/psychological trauma/losses have occurred• Tell what you are doing to resolve the situation and/or mitigate the damage• Provide regular updates
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
• Both electronic and print media will be interested in accurate and early information• We must always appear to be well-informed and in control• The Chairman/CEO, as the chief spokesperson, may need to speak personally, or
be interviewed on TV; media skills/simulation needed• Good PR skills are essential in times of crisis• Companies at high risk usually have pre-prepared statements for press/employees• Consider a ‘Gag’ order for internal stakeholders• Press material should be drawn from Risk Assurance, Corporate Governance,
HSE, Environmental, Quality & other policies
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
During a Crisis
When conveying bad news, remember to focus on the PAP formula
• People (to demonstrate your concern for those affected)• Action (as taken by your company to solve/mitigate the problem)• Perspective (putting matters in context)
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Reframe / Buy Time:
• PAUSE & SMILE “Some people may take that view about our safety policies, but we have the best safety record of all Asian airlines…”
• THE HELICOPTER TECHNIQUE “If you look at it that way, I can understand that service quality may appear to be lacking but if you look at this way you will find that we are ISO certified and have consistently won the industry’s best-practice award for 11 years now…”
• TAKE A STEP BACK “Before I answer that specific question, let me give you some background about our company…”
Answering a Difficult Question
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
A Case in Point – Air Asia
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Tools & Techniques
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
The Story House Approach
• CONCEPT: Packaging core messages to facilitate delivery in media situations
• CONSTRUCTION: A roof with 3 rooms based on a solid foundation of facts and figures
• COMMUNICATION: ‘Big-picture’ approach – create the impression then deliver messages horizontally, using facts and figures to illustrate them
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
• A ROOF: The takeaway impression
• THREE ROOMS: One for each core message
• SOME STILTS: The foundations which support the messages (the facts & figures)
Constructing The Story House
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Why Use a Story House?
• You communicate not more than 3 messages at any one time• You package information into digestible bits• You give shape and definition to your messages• You have a framework or agenda for the media interaction• You have a platform to ‘bridge back’ when derailed• You have a memory or recall aid
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Core Messages Messages pertaining to important aspects of your business
• Mission/Vision• Business philosophy• Core values• Brand proposition• Financial performance• Operational successes• Track record • Products & Services• Future directions• Corporate governance
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
We are a four-year-old airline
We’ve carried 20 million people
We have helped the common man to fly
The Air Asia Story House:Air Asia has brought democracy to flying
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
Content vs. Control: Evaluating your performance
CONTENT• What is my Story?• Key Messages• Supporting Facts & Figures
CONTROL• Build rapport with the media• Take control• Manage interruptions• Stay on message• Bridge back to the Story House• Use flagging & listing • Present positive body language• Speak clearly & concisely• Do not repeat negatives• Smile
LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA
This document remains the intellectual property of Perception Management International Group and may not be reproduced or used in any form whatsoever without the permission of its Principal Consultant
THANK YOUThis document © remains the intellectual property of
Perception Management International Group and may not be reproduced or used in any form whatsoever without the
permission of its Principal Consultant