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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
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WHY WE ARE HERE…
I. The New Media Landscape
II. Risk and Crisis Communication
Preparation
III. Building Your Media Toolbox
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NEWS…THEN AND NOW
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OLD MEDIA LANDSCAPE
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NEW MEDIA LANDSCAPE
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THE RISE OF CITIZEN JOURNALISTS
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FAKE NEWS
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“ALTERNATIVE FACTS”
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THE NEW NORMAL
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PREPARING FOR RISKS IN A 24-HOUR NEWS AND SOCIAL MEDIA WORLD
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Perspective and Scale
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RISKS ARE PREDICTABLE.
ARE YOU PREPARED?
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ARE YOU PREPARED FOR RISKS?
Who is your Chief Information Security
Officer (CISO)?
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ARE YOU PREPARED FOR RISKS?
Have your “Crown Jewels”
been identified and protected?
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ARE YOU PREPARED FOR RISKS?
Do you have a comprehensive plan for
managing a cyber event that could lead
to a crisis?
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ARE YOU PREPARED FOR RISKS?
Are top government/elections
officials leaders informed about managing cyber risk
and actively engaged?
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ARE YOU PREPARED FOR RISKS?
Are you evaluating the plan through
exercises?
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ARE YOU PREPARED FOR RISKS?
Have you evaluated your exposure among third-party partners
and vendors?
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ARE YOU PREPARED FOR RISKS?
Is your team “Cyber Aware?”
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ARE YOU PREPARED FOR RISKS?
Does your plan provide detail on how
communications will be made in the event
of an attack?
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YOUR GREATEST RISK
A THREAT TO THE REPUTATION OR
INTEGRITY OF THE ELECTIONS PROCESS
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“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
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WHAT DOES A CRISIS LOOK LIKE?
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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
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PLANNING FOR A CRISIS RESPONSE
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GOALS FOR A CRISIS RESPONSE
1. Affirm confidence in your office and your
elections process
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GOALS FOR A CRISIS RESPONSE
2. De-escalate the crisis
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GOALS FOR A CRISIS RESPONSE
3. Be proactive and prepare for the worst
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GOALS FOR A CRISIS RESPONSE
4. Tell your story
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GOALS FOR A CRISIS RESPONSE
5. Communicate your core values
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GOALS FOR A CRISIS RESPONSE
6. Keep communications open
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GOALS FOR A CRISIS RESPONSE
7. Demonstrate transparency,
willingness to learn and improve
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GOALS FOR A CRISIS RESPONSE
8. Learn. Create process/system
to avoid or handle future crises
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DEVELOPING A CRISIS RESPONSE PROCESS
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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?
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RESPONSE PROCESS
Step 2: What Can You Disclose?✔ What are you obligated to share✔ Proactive or reactive?✔ Consider legal implications and public
opinion
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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
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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
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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
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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
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PREPARING FOR MEDIA
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#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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#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
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#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)
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#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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#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
●●
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#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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#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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#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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#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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#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…
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#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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#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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#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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PREPARE TODAY
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DO RIGHT NOW● Identify a Risk ● Who Needs to Know?● Establish key relationships, baseline
knowledge and communications protocols with:○ _________________________○ _________________________○ _________________________
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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 | [email protected]
ORLANDO I TALLAHASSEE | WASHINGTON D.C. | SalterMitchellPR.com
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