Welcome to…

Working with reporters and the news media

 Healthcare Waste Conference

Wednesday, May 22, 20131:30 pm - 2:45 pm

Healthcare Waste Conference 2013

Media Relations…

An opportunity to tell your story...a responsibility to defend your organization.

Today’s presentation:

Media Relations 101 The basics Terminology The medium

Media Relations 201 Media Relations – Practical

Applications Media Relations 500 level

What is the News Media? Print

Newspapers Magazines

Broadcast Radio Television

Internet Web-based Blogs

Editorial Opinions

Print

Weekly vs. Daily vs. Continuous National vs. Regional vs. Local vs.

Trade All are on-line All have deadlines Print typically has more space than

typical radio and television news programming

Radio

Transmission of information using AM and FM radio waves

Need a transmitter and a receiver.

Information - Sound bites (concise information)

Very quick form of mass media

Television

Transmission of information and images using UHF and VHF radio waves

Need for visual

Traditional News = 30-minute news program

Need for concise information

24 hour national/regional coverage

Internet

Super fast, super easy, free

Twitter makes everyone a reporter…

Speed vs. Quality vs. Accuracy issues

Easy to post, share, re-post, spread

What does the news media cover? News Politics Business/Finances Weather Sports Entertainment Crisis/Emergencies Local events National Events Channel for everything

What is news?

Something new (just happening) Important/interesting to a large

number of people Anything an editor or news director

says it is

Is it news worthy?

End of News Media 101

Questions?

Media Relations 201

Audience Information flow The challenges we face Proactive and Reactive The News Vacuum

The people you want to communicate with:

CustomersExistingPotential

Financial CommunityInvestorsLendersRating Agencies

Government OfficialsElectedProfessionalRegulatory staff

Employees

Vendors/Suppliers

General Public

Community/Civic/Environmental Organizations

Neighbors

How do these audiences get their information, news, facts, opinions?

Information flows from multiple sources…

Media relations is just a part of a communication strategy that you can use to promote, protect and enhance your organization’s image and reputation.

How can we reach these audiences?

One-on-one interpersonal communication Printed Material

Fact Sheets Brochures Newsletters Annual reports

Web site/Blogs Social Media Presentations Letters, flyers, post cards Meetings Investor presentations Advisory groups News media

Challenges of communicating our messages:

Scientific/technical

Subject to interpretation

Easily distorted

Skeptical audience

Where does healthcare waste come from?

Simple questions…

Complex answers

Where does waste come from?

Addressing the challenge

Know your subject. Listen to the question. Have clear, concise and accurate

messages. Use in house experts who can

effectively deliver the message. Use outside experts who can

support and echo your message.

Addressing the challenge

Immediately address misinformation Stay consistent Expect emotional concerns Be human and use human terms

and values

Media Relations

Proactivevs.

Reactive

Proactive outreach Have a story that is worth telling

Newsworthy Impacts lots of people Timely Interesting or different

Make the story fit the medium Remember, television and newspapers need

visuals

What do we need to talk with the media?

Common language or signals A message Method to give and receive information Knowledge of the media

It helps to know the reporter

What is the reporter’s interest or “beat” General news Business Feature

Understand the reporter’s challenges Deadlines Space Workload

Reactive

Hi, this is 60-Minutes calling…

Can I ask you a few questions?

Just a few questions…

Reactive

Crisis situationsMisplaced wasteLoss of confidential informationFiresAccidentsFatalitiesRegulatory action and finesNatural disastersFinancial issuesStrikes

Reactive

What is the reporter’s deadline? What is the reporter’s interest? Who do you need to talk with to get

information? Is the story expanding, contracting or

static? Does legal need to weigh in?

The News Vacuum

When something happens, there is a demand for information.

This need for information creates a vacuum which must be filled.

Filling the news vacuum

Who do you want talking about your company, organization or project?

End of Media Relations 201 Questions?

Practical Applications

Being prepared Issue management Prescription for good media relations Common mistakes to avoid Components of an effective

communications program

Be prepared

Pre-written news releases and action plans

Pre-written talking points Contact information including cell

phone numbers, home numbers and office numbers

Issue Management Red bag waste SARS H1N5 - Bird Flu, Medical records found in the recyclables/trash Accidents/Spills Regulatory issues (inspections, fines, violations, OSHA, DOL) Permitting Development issues Sharps Body parts Whistle blower Fires/Explosions Strikes Community protests Pharmaceuticals Illegal employees

Words that scare the public: Bio-hazards Radioactive Bodily fluids Human tissue Biological cultures Chemotherapeutic waste Mercury Laboratory waste and solvents Disinfectants Expired pharmaceuticals “Sharps"---needles and syringes Medical waste

The Rx for good media relations:

Communicate early and often Maintain communication Keep it simple Use a variety of tools to communicate Most of all, be honest

The Rx for good media relations:

Give total attention - listen carefully. Keep your comments brief. Don’t get defensive. Remain calm and in control. It’s OK to say “I do not know.” If the answer to a question is proprietary, say:

“I am not at liberty to share that information. It is proprietary.”

Do not speculate. Don’t feel obligated to resolve any issues on the

spot. Say you will check into the situation and get back to the reporter.

Common mistakes

Not returning phone calls

Head in the sand…

Common mistakes

Not returning phone calls Not knowing your subject matter Not minding deadlines Not understanding the media Not having empathy for the issue Slow to respond

Components of a media relations program

Understanding of the media.Knowledge of the subject.Appropriate resources that match the need for the program.

Regular evaluations and adaptation.An openness and a willingness to accommodate differing opinions.

What to say when a reporter calls:

Tell the reporter that you’d be happy to work with them on their inquiry but you must first get some information from them.

Then, get the following information:

Reporter’s name Phone number Name of media outlet (newspaper, television, radio) Topic of inquiry Any specific questions Deadline (when they need a response)

Let them know that we always make sure we have accurate, up-to-date information before we respond to media inquires.

Tell them that someone will get back to them by their deadline.  

Next, contact your spokesperson to determine how to proceed.

Room Exercise

Handout Take 10 minutes to discuss and

answer three questions. Be prepared to share your responses

with the group.

Spills and mishandled materials

Wrap Up

Skills for a spokesperson

Final tips for media relations

Skills for a good spokesperson: Authentic and c0nvincing in what

they say Keeps emotions under control Speaks persuasively Thinks fast and can formulate clear,

succinct answers Works under intense pressure Handles the intensity if standing

before cameras

Spokesperson attributes: Commands a high level of respect Talks in simple, everyday, jargon-free

language Uses positive, active language Knowledgeable Exudes confidence Understands the needs of the media and

is media trained Prepared to rehearse, learn and speak to

a “script”

Tips for media relations:

Again…media relations is just a part of a communication strategy that you can use to promote, protect and enhance your organization’s image and reputation.

Tips for media relations

If you don’t fill the information vacuum, someone else will.

Final tip for media relations:

Remember…it’s not the questions that get you in trouble…

…it’s the answers!

For more information, please contact:

Will Flowerwww.willflower.comwill@willflower.com