Scott Robinson Spokesman U.S Consulate General Hong Kong & Macau

“A popular government without popular information or the means of acquiring it is but a prologue to a farce or a tragedy, or perhaps both.”

“The flow of ideas, the capacity to make informed choices, the ability to criticize, all of the assumptions on which political democracy rests, depend largely on communications.”

Serving the people

Truthfully informing the people

Transparent and functional government operations

A functioning democracy requires that its people must be able to make informed choices and independent judgments.

To be informed, people need access to information.

They get that information from a free press.

Press offices have two roles in this process: ◦ Advocate for and explain the government position

◦ Advocate for the media within government

Communicator as part of strategy team

Need appropriate access

Don’t stand in the way of a good story

Be responsive

Information prevents rumors

Stay in front of the story

Repeat the message

Create actions steps or objectives in threes

Personalize your organization

Communicate in language of your audience

Utilize technology

Professionals/surrogates

Coordinate messages

Well-defined process for achieving long-term communication goals

◦ Objective

◦ Main message

- be consistence

- be concise and precise

- be repeated

Your communication with the public must be:

Consistent

Penetrating

Relevant

Realistic

Repetitious

Early

Put out your information in every format

Use visuals

Focus your message

Use social media and update regularly

Create a buzz

To push information

Make use of the feedback (Listening tools)

To build a dialogue with your target audiences

Create the amplifier effect

Freedom of speech

Office of Digital Engagement ◦ Twitter accounts in 11 languages

Bureau of International Information Programs ◦ Wild Geese of Foggy Bottom blog

U.S. Embassies and Consulates

State Department Social Media

DO’S Tell the truth – ALWAYS. Your credibility and reputation

depend on it. • Admit if you don’t know the answer to a question.

Offer to get the answer, and get it quickly. • Correct mistakes immediately. State that you didn’t

give an adequate answer, and you would like to clear up the confusion.

• Avoid using jargon. Speak in plain language. • Assume that everything you say and write using

digital media is on the record. • Be as open with the media as possible. • Contact reporters and bloggers if an inaccurate story

appears. Substantiate your challenge of any facts with evidence.

DO’S • Use all forms of media to get out your messages — not only traditional print and broadcasting, but also Web pages and social media. • Post responses, negative and positive, to your blogs and your other social media sites. Posting comments is transparent and engages citizens. Establish and publicize your procedures for handling comments that are hateful or lewd. • Maintain an up-to-date list of accomplishments. Things happen so quickly that you may forget what you, the official, and your ministry or government have achieved. People remember bad news but not good news. • Return all phone calls and emails promptly, in time for reporters to meet deadlines. • Provide the information reporters want, even if it means an extra effort, such as staying at work late or hand-delivering material. • Cultivate a sense of humor. As one official said: “Frustration is almost built into the fabric of the job. Unless you have a sense of humor, it is a grim business indeed.”

DON’TS: Never lie – EVER. • Never say “No comment.” • Do not improvise, speculate or guess. Good reporters

check facts. If you are wrong, your credibility will be destroyed.

• Do not try to put a comment “off the record” after you have said it.

• Never send out an email and expect it to be private. • Never fail to respond to a telephone message or email. • Do not try to make news until you have in hand the

information to go with it. Don’t make an announcement and then later prepare a press release and fact sheet. Do that beforehand.

• Never harass or threaten reporters.

A crisis is an event that occurs suddenly, often unexpectedly, and demands a quick response

Be prepared

Based on a system already in place

Be forthcoming and honest

Constant update

Focus on what it is you’re trying to achieve

Digital and social media make things easier

Have a crisis plan

Go public immediately using all your media tools, including social media, but only state what you know

Get top management to the crisis site

Inform your internal audiences

Update frequently and regularly

www.nagc.com